Wistia sells video hosting software. When their trial-to-paid emails stopped converting well enough, the obvious move was better video.
They did the opposite. They hired a copywriter.
Copyhackers rewrote the eight emails standing between a free trial and a paying customer. Seven of the eight came back two to five times longer. The order stopped following the product's feature list and started following where the reader's mind actually was.
Then came the detail that must have stung: they cut the video out of most of the emails. A video company, selling video software, sent plain words instead of the demo clips that used to carry the pitch.
Copyhackers reported the rewrite brought in three and a half times the paid conversions. That number is self-reported, not audited, and worth saying so. What isn't in question is what changed: eight emails, one clear-eyed outside read, and video removed everywhere it wasn't earning its place.
Wistia was a real, established company with smart people and a product people genuinely liked. What they didn't have in the building was someone whose only job that week was reading their own words like a stranger.
Most businesses don't either. The coaching page, the consulting site, the course email — written by people who know the message too well to read it cold.
Open the page carrying the most weight in your business right now. Count how many lines talk about you instead of the person reading it.
Tell me the number.