Holden Glass

A customer who was never a fit, they argue, may blame the product rather than the mismatch, post a bad review, and turn away the buyers a business actually wants.

• Their fix is in the messaging: write lines specific enough that the wrong person thinks, “oh, that's not me,” rather than leaving the filtering to a sales call or refund process.
• The same instinct applies to lead capture: gate a whitepaper, send a non-salesy email asking what problem the reader hoped to solve, offer a quiz, match later content to the answer, and move the most engaged readers into selling content only then.

A vegan walks into a steakhouse, complains about the vegan options, then posts on Google about the lack of menu diversity. Glass extends the scenario to a real estate agency that lets a buyer with bad credit try to purchase: when approval fails, the buyer may go online and describe the agency as hard to work with.

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Their remedy is deliberately mechanical: reach for a thesaurus, keep roughly 75% of words to one or two syllables, and ask “so what?” after each line. The same test can show whether a rewrite will actually change anything, using a real page in front of you.

Glass singles out the overused pair “integrated” and “comprehensive,” then jokes that a company claiming to be comprehensive still fails to say what changes for the customer.

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The point is not that the audience is impossible to reach, but that the product should be presented as something functional — a utility — rather than as an answer to a vulnerability the buyer has to concede first.

• Glass names DTC health and wellness, info products and financial services as the categories most affected.
• They explicitly label this argument an unsourced personal observation.

Their dry skin, which they say they refused to describe as a condition and simply handled with lotion, and driving glasses they kept to the car and nowhere else. The line that captures the pattern is “yeah bro, I'm just tired.”

Glass says they have not cited studies and that the observation is their own. Treat it as a hypothesis to test, not an established finding on male buying behaviour.

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They describe an alternative: one or two clients at around $30,000 a month, with a real relationship and higher-quality delivery. In a separate post, Glass names the operating tools that make a small team viable: Slack or Discord for communication, Notion or Asana for project tracking, Apollo or Smartlead for scraping leads, Zapier for automations around booked calls, Manychat for comment-triggered DM lead magnets, and Whop or Fanbasis for collecting payments on info products and coaching.

Glass says the software stack automates roughly 90% of the business, based on their experience with six agencies and agency-owner contacts, not on a measured benchmark.

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The argument is about trust: the recommendation feels self-serving rather than helpful, and the buyer can tell. Recommend by need or use case instead, whether on product pages, in upsell flows or through a salesperson or chatbot at the point of choice.

A waiter at a restaurant on your first visit who points without hesitation to the highest-priced item on the menu.

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The more useful claim is about format, not script: screenshots do a similar job, but video lets a brand split test hooks, which Glass calls the money makers. For a campaign aimed at CFOs, that means creative testing is built into the deliverable instead of being added after the first batch underperforms.

Static screenshot testimonials, which Glass says do the same job as UGC but give up the ability to test opening hooks.

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A short, concrete statement of Glass's lead-qualification position.

Holden Glass argues that unqualified buyers who slip through a funnel are the real source of damaging reviews: a mismatched customer complains publicly about the product rather than the mismatch, and those reviews then push away the buyers a business actually wants.

• The vegan-in-a-steakhouse and bad-credit homebuyer examples carry that point.
• The proposed fix sits inside the copy itself: phrases specific enough that the wrong person rules themselves out ("Oh, that's not me"), rather than relying on a sales call to filter people out.

For brands planning a campaign

For a SaaS or info-product brief, expect copy that deliberately narrows the audience. Judge it by downstream conversion and refund rates, not raw lead counts, and tell the writer which prospect traits should trigger self-disqualification.

Glass describes auditing landing pages almost automatically and names tech, software and cybersecurity copy as the worst offenders, leaning on words like "integrated" and "comprehensive" while never stating the value or a before-and-after state.

• The fix is deliberately mechanical: reach for a thesaurus, keep roughly 75% of words to one or two syllables, and ask "so what?" after every line.
• It reads as a working method, making it a fair test of how this writer would handle a rewrite.

For brands planning a campaign

Use it as a rubric when comparing copywriters: ask candidates to edit a real page line by line against these constraints and see whether the value proposition gets clearer.

The follow-up sequence matters more than the form itself.

Glass argues that software, cybersecurity and info-product companies give away whitepapers and case studies without capturing an email, and treats the small number who would be put off by a form as poor leads anyway.

• The more useful half is what happens after the gate: a non-salesy email asking what problem the reader hoped to solve, a quiz to sort them, content matched to their answer, and selling content reserved for the most engaged segment.
• It is a lead-capture design rather than a gating argument.

For brands planning a campaign

If you are planning content syndication or a nurture sequence, this gives you a concrete structure to test, including the quiz step and the point at which selling content enters the flow.

Glass reasons from personal experience — dry skin and glasses worn only for driving — to argue that men often resist admitting a problem needs outside help, even when nobody is watching.

• The line "yeah bro, I'm just tired" stands in for the pattern.
• They tie it to selling: men are not impossible to sell to, but the pitch often has to frame the product as a utility rather than a remedy for a vulnerability.
• DTC health and wellness, info products and financial services are named as categories where this matters.
• Ask for studies if evidence is important to your brief.

For brands planning a campaign

For wellness, financial services or info-product offers aimed at men, this framing suggests leading with function and use case rather than a problem diagnosis, then testing both angles against each other.

Glass says UGC works as social proof for essentially any brand, names UGC review scripts for DTC wellness as a favourite alongside info-product ads, and separates screenshots — which do a similar job — from video, where hooks can be split-tested. The post shows what work they take on and where creative testing fits.

For brands planning a campaign

If your brief involves paid social for a DTC or wellness brand, ask for several hook variations in video so testing is built into the deliverable rather than added later.

Glass lists the tools used across the six agencies they worked for and among agency-owner contacts: Slack or Discord for communication, Notion or Asana for project tracking, Apollo or Smartlead for lead scraping, Zapier for automations around booked calls, Manychat for comment-triggered DM lead magnets, and Whop or Fanbasis for collecting payments on info products and coaching. The stack is described as automating roughly 90% of the business — a claim about the people they have worked with rather than a measured result.

For brands planning a campaign

Useful if you need a writer who can also wire up the funnel around the page, particularly Manychat lead magnets and Zapier call-booking flows. Treat the automation figure as an anecdote, not a benchmark.

In one post, they argue that too many landing pages use generic industry jargon and long sentences, naming tech, software, and cybersecurity as the worst offenders.

• Their fixes: use a thesaurus, keep about 75% of words to one or two syllables, and ask 'so what?' after every line.
• In another post, they criticize companies that let people download whitepapers and case studies without an email, calling it missed lead capture.
• Their sequence: gate the resource, send a non-salesy email asking what problem the reader wanted to solve, offer a quiz, keep sending value-based content, then segment the most engaged users for sales content.

For brands planning a campaign

A B2B SaaS or cybersecurity company hiring for a landing-page rewrite and lead-capture flow could use this approach to simplify value language, replace vague claims, and build a gated-resource nurture sequence that filters and segments leads before sales outreach.

Examples: Source 1 · Source 2

The vegan-in-a-steakhouse and real estate agency examples show how the wrong customer can complain publicly.

• The solution is messaging specific enough that unqualified people rule themselves out.
• They recommend calling out an exact customer profile or pain point so the reader thinks, 'Oh that's not me.' With good research and enough cold and warm traffic, a business can still make sales while preventing damaging reviews.

For brands planning a campaign

For info-product or SaaS funnels with broad traffic, this approach can improve lead quality and protect public reviews. A brand could test exclusionary copy that names disqualifying traits directly in ads, landing pages, and qualification emails.

Examples: Source 1

They name UGC reviews for DTC brands, mainly wellness, as one of their favorite ad-script formats besides info products.

• While screenshots can work, they argue UGC speech feels more authentic to viewers.
• They also note that video format allows split testing of hooks, which they call the money makers.

For brands planning a campaign

A DTC wellness brand could evaluate Holden Glass for UGC review scripts, especially video scripts built around multiple hook variations. The posts support testing authenticity-led review content rather than relying only on static screenshots.

Examples: Source 1

They argue for a better model: one or two $30,000-per-month clients, with real relationships and higher-quality delivery. In another post, they list the software stack used by six agencies to automate roughly 90% of operations: Discord or Slack for communication, Notion or Asana for project tracking, Apollo.io or Smartlead.ai for lead generation, Zapier for automations, Manychat for lead magnets and DM setting, and Whop or Fanbasis for info-product and coaching payments.

For brands planning a campaign

An info-product, coaching, or agency client could use this perspective to rethink high-ticket positioning and operations. The stack list offers practical input for lead generation, DM funnels, payment collection, and internal workflow planning.

Examples: Source 1 · Source 2

They say many men resist admitting they need outside help, citing dry skin and driving-glasses examples from personal experience.

• They extend this to mental health, skincare, and finances, arguing men often deflect with 'I'm just tired' or 'ball up top.' Their marketing conclusion: brands selling to men should frame solutions as utility rather than answers to a vulnerability.
• They name DTC health and wellness, info products, and financial services as relevant categories.

Holden Glass says no studies are cited and describes the observation as personal, so treat it as a hypothesis to test, not established research.

For brands planning a campaign

Brands selling health, wellness, financial, or info products to men could test utility-first messaging that avoids making the buyer admit weakness. This distinct angle from typical problem-solution copy could be tested in ads and landing pages.

Examples: Source 1

They compare it to a waiter who, on a first visit, immediately points to the highest-priced item on the menu. That recommendation can feel self-serving and damage trust.

For brands planning a campaign

For DTC brands, this supports testing recommendation strategies that preserve trust, such as guiding buyers by need or use case instead of defaulting to the premium SKU. It can inform product-page copy, upsell flows, and sales recommendations.

Examples: Source 1

Other posts show recurring work and interest in info products, DTC wellness, software, cybersecurity, and ecommerce. They call info products 'my baby' and name tech, software, and cybersecurity as frequent offenders in bad landing-page copy.

For brands planning a campaign

The clearest fit is with info products, DTC wellness and ecommerce, and B2B software or cybersecurity copy projects. The Atlanta/metro Atlanta post may indicate local networking relevance; ask about client relationships, which the posts do not document.

Examples: Source 1 · Source 2 · Source 3 · Source 4

Examples include asking 'so what?' after every landing-page line, comparing unqualified buyers to a vegan at a steakhouse, and comparing aggressive upsells to a waiter pushing the priciest dish. Their recommendations are practical and checklist-like: simplify word choice, gate resources, qualify leads, test hooks, and segment engaged users.

For brands planning a campaign

A brand can assess whether this direct, example-driven approach fits a project that needs concrete conversion fixes rather than abstract brand strategy. The posts offer the clearest evidence in landing-page, lead-capture, and qualification work.

Examples: Source 1 · Source 2 · Source 3 · Source 4

In the posts here, a 1955 Ford truck and a live remote-assistance call do the work; Glass uses a waiter, a vegan in a steakhouse and a man who won't admit he needs glasses. Both write for enterprise and B2B buyers and end by inviting a specific response rather than a general follow.

Marble's subject is hardware adoption — smart glasses, remote assistance and frontline work that IT and operations leaders have to sign off on — while Glass focuses on persuasion itself: copy, funnels and lead qualification.

• Marble's posts are longer field reports about technology being deployed; they are shorter and land on a checkable writing fix.
• Follow Marble to understand why enterprises buy managed wearables; follow Glass to learn how to write the page that sells them.

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Glass lists the tools six agencies use to run roughly 90% of the business; Pascua writes about replacing a scattered Google Workspace, Excel, Slack and Asana setup with a single source of truth in Notion, and about the moment a mess starts costing money at eight clients instead of two. They share a format and an audience of small agencies and solopreneurs, and promise that the right setup cuts hunting and duplicated work.

Pascua writes about internal operations — content trackers, CRMs, SOPs — and the posts here sit close to a productised template shop.

• Glass stays on the customer-facing side, arguing about landing-page copy and which buyers should enter the funnel.
• Follow Pascua for how the back office should run; follow Glass for what a business says to the people it wants to sell to.

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Both treat buyer psychology as the problem copy has to solve — Shakeel shows how a headline or product description affects whether someone keeps scrolling; Glass shows how to make the wrong buyer disqualify themselves. Both also write about narrowing, rather than widening, what they are hired for.

Shakeel's posts here are about building the practice itself — niching a portfolio, learning a category, handling a client interview — while Glass writes reusable funnel tactics: gating a download, segmenting by the problem a reader came with, testing hooks in video. Follow Shakeel to see how a copywriter specialises; follow Glass for the mechanics of qualifying and converting once the specialism is set.

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The two posts work at category level: naming a group of devices as first-person computing, putting a number on the market (roughly 2.7 billion people who work without a desk), explaining why the previous device generation got bought and then used as an expensive teleprompter, and making manageability the reason IT approves a rollout.

• A B2B company selling field-service, wearables, or industrial hardware to operations and IT buyers gets the argument that survives procurement review before any page copy is written.
• The posts also contain a working lead-capture device: a comment trigger that trades a research paper for engagement, which is the same gate-and-follow-up problem a lead-generation campaign faces.

The tradeoff is domain and evidence type.

• Devin Marble's published work is field notes and category argument, not a landing-page rewrite or email sequence, and the posts report no conversion, reply, or pipeline numbers.
• A company tackling bloated, jargon-heavy page copy will find no example of that fix here.
• The fluency is specific to enterprise XR, wearables, and frontline software; outside that category, the advantage over Holden Glass narrows to the engagement-gated download idea.
• Two posts are a thin writing sample.
• Ask for a service page or client sample before hiring for page-copy work.

Examples: Source 1 · Source 2

One post describes the leak precisely: with a handful of clients, a stack of task tools, spreadsheets, and documents held deadlines but not accountability, and every lookup cost two to five minutes of hunting across tools, folders, and tabs; at eight clients, deals went cold because nobody followed up and work got done twice.

• The replacement is a single workspace with tasks, a library, a calendar, and then dashboards for sales CRM, marketing calendar, operations and procedures, finance, contracts, and executive goals, with templates and automations on top.
• For a brief about tightening a lead-capture path and raising the quality of incoming leads, that is the layer where funnels often fail: a good lead that arrives and dies in a messy stack is indistinguishable from a bad one.
• The second post also shows the commercial shape, if the buyer would rather purchase a system than a writing engagement.

Tradeoff: the posts are a launch narrative for a template shop and an account of a workspace build, not a portfolio of conversion copy.

• They show no page copy, email sequence, qualification method, or comparable software gate-and-quiz sequence written for someone else's funnel.
• The demonstrated value lies in the operational container around the leads, not in the words on the page.
• Ask for a client landing page and follow-up sequence before hiring for that work.

Examples: Source 1 · Source 2

The posts describe the work: narrowing a general portfolio down to one category, then researching brands, reading customer reviews, analysing competitors, and studying product positioning, landing pages, product pages, emails, and ads so the writing matches how those customers compare and buy.

• The argument is concrete — a headline changes attention, a product description changes understanding, and the right message decides whether someone keeps scrolling or stops to consider the product.
• A skincare or beauty DTC brand asking for a page rewrite, a tighter capture step, and higher-quality leads gets someone already working inside the same buyer vocabulary, which is where this category focus diverges most from the software and information-product material.

Tradeoff: the posts do not demonstrate the lead-quality goal for a software gate-and-quiz sequence.

• They contain no gating, qualification phrasing, or segmented follow-up comparable to that sequence, and the strongest material is about the person's own positioning and one client interview rather than delivered client pages.
• Two posts provide no conversion or engagement figures.
• The category focus narrows the fit: for a B2B SaaS or information-product campaign, the skincare advantage disappears and the comparison returns to Holden Glass.
• Ask for a client example of gated, segmented follow-up before hiring for that work.

Examples: Source 1 · Source 2