01 / Brent, luxury beds, London
£32,000
One article. One customer. Then it happened again the next month.
The line that talked a buyer out of buying online
A customer walked into Brent’s showroom and told him she had intended to buy from somewhere else. His website had told her that if she was spending this kind of money she would have to come in and lie on the bed first.
No agency writes that line. It costs you the online sale on purpose. It also sold the bed, and it did it by being the only honest sentence she read that week.
This is what I mean by bravery. Not shouting. Telling somebody something true that a cautious competitor would delete.
02 / Katherine, interior design, London
£1.2m
Turnover doubled in the first year. Core team of two.
Confident in the room, professional and boring on the page
Katherine is not an unconfident person. Sit with her for ten minutes and you will hear exactly why people hire her. Ask her to write a blog about it and you get something that could have come from any studio in London.
That is not a writing problem and it is not her fault. It is what happens when a founder thinks the website has to sound like a company. We interview instead, and her turnover doubled to one point two million in the first year with a core team of two.
03 / Lyle
Pending
Unavailable / blocked on P1-01 / awaiting Lyle’s verified numbers
The third story, once Lyle has signed off the numbers
This slot is deliberately empty. Two verified stories beat three where one has been rounded up, and a page that argues most of the industry is careless with the truth cannot afford an unchecked figure on it.
Slot reserved / one headline figure
One paragraph on the situation before
One brave sentence we kept
One line on what changed