CAPE.Agency

Helping SaaS, tech, IT, and IoT companies acquire more customers, more profitably with conversion messaging that reveals the full extent of your tech's powers.

Head of Strategy & Copy

GrowthMentor

Helping SaaS, tech, and DTC companies get clarity on their messaging, marketing + growth strategies and improving how they communicate with their audience through better copy and UX/CX.

Check it out at >> app.growthmentor.com/mentors/eden-bidani

Growth Mentor

Green Light Copy

Helping SaaS, tech, IT and IoT businesses grow their revenue with landing pages, ads, email sequences, and website copy... that drive performance like they're supposed to.

Recent exciting projects I've helped clients with include:

→ A full messaging revamp (strategic narrative + core messaging), new website copy, and brand relaunch copy for a super cool MDR service provider

→ A full messaging revamp (strategic narratives + core messaging), new website copy, and brand relaunch copy for a SaaS company that's splitting into a parent company and 2 child companies (B2B SaaS and B2C SaaS)

→ A messaging revamp (new core messaging) + new website copy for a startup gearing up for their Series A in Q3

→ A "Book a Demo" page optimization for Census that increased conversions by 30%+ with 95% statistical significance

→ A sales page optimization that helped sell out a 40-person, $2K marketing course during a global pandemic

→ A native acquisition funnel (cold traffic, evergreen offer) that helped generate $1M in sales in 1 month

Want to speak about a project you're working on (or plan to work on soon)? You're welcome to send me a DM here - or there's a proper form on my website.

Conversion Copywriter + Acquisition Strategist

Atomik Designs

Direct selling cosmetics and beauty products

Co-Founder | Sales Manager | Sales Trainer | Marketing Copywriter

Show the world your tech is the hero they've been waiting for 🦸‍♂️ Conversion copywriter & messaging strategist for SaaS and tech companies

“Eden got to the heart of our messaging and captured it in clear and compelling language. And then helped us create a fresh, new website that’s fully aligned with the company’s business objectives. It was a real pleasure working with her.”

- Howard Silverman, Head of Marketing @CyberProof, a UST company

---

Your tech’s got the power to save your audience's world 🦸‍♀️

But if your TA:

❌ Doesn't know you exist
❌ Doesn't know why they should care
❌ Doesn't know how or why you're different from those other guys on the same magic quadrant

– then winning them as customers is going to be frankly, almost impossible.

At CAPE.Agency, my (tiny but mighty) team and I use conversion messaging (conversion copywriting + strategic messaging) to wrap your tech up in a clear and powerful verbal cape.

So your audience instantly recognizes:

● What your tech does
● Who it’s for
● Why it’s awesome

We then apply this new messaging to your website, ads, landing pages, emails, and more to earn prospects' attention, and convert that attention quickly – and profitably – into sign-ups, booked demos, and closed/won deals.

And the results? Well, they're super 💥

→ Home page messaging that fixed positioning and doubled sign-ups for an early-stage PLG SaaS.

→ 30% lift in conversions with 95% statistical confidence for a B2B SaaS "book a demo" page.

→ A B2B SaaS home page that doubled visitors' time on page, doubled time on page, and cut the bounce rate from 51.5% to 35.6%.

---

"It was really incredible to work with Eden. As part of our rebrand we had new messaging and positioning ready to go, but needed help translating that into fresh copy to support our PPC ads and other assets. And Eden really delivered! The copy was clear and crisp, was presented well, and was received well by the team."

- Kate Gleeson, Head of Brand @Supermetrics

---

“Your initial prototype captured our needs very well and provided suggestions that fit perfectly into our existing frameworks and that we’d never considered. You were a pleasure to work with through multiple rounds of edits, and everyone on the team was pleased to have you onboard for the duration of the project!"

- Kate Gregorio, Former Manager Web UX Content @GoTo

---

So if your software is ready to conquer the world then send me a DM to book a 20-min intro call today.

Eden Bidani

Today's 1-min conversion copywriting tip: rules are meant to be broken.

So when you run a web page or landing page through ChatGPT and ask it to tell you what's wrong with it... it might give you the wrong answers.

Because AI is trained on "best practices."

But best practices aren't always the best route to follow.

---

Story time:

I once audited a business book description on Amazon for a contact of mine.

It was converting -- but it could be doing better.

Which was weird because it was already "doing all the right things":

✅ Copy was neat and tidy (well spaced)
✅ Lots of customer testimonials (great social proof)
✅ Clearly explained what the book was about (reducing anxiety about the purchase)
✅ Copy was short and could be read quickly (low cognitive load)

This page should’ve been converting like crazy.

But it wasn't.

Because... it looked and felt exactly like every other Amazon book description.

---

So as I wrote new copy, I purposefully skipped over the so-called “best practices”:

- I wrote a long, winding hook -- a full paragraph long -- based on the book’s introduction (to build tension and excitement)

- I wrote long fascinations (bullets) for each section of the book (to visually convey the value in each chapter)

- I deliberately mixed up the order of the chapter bullets and omitted some details (to further build excitement)

- I cut several testimonials out of the description (they weren’t punchy enough IMHO)

- And I doubled the total amount of copy (to over 3,700 characters)

The result?

Book sales shot up.

And the page is still converting (4+ years later).

That and the author ended up hiring me to do the same for their second book as well 💪

---

So before you let AI "fix" your perfectly imperfect web page...

Just remember that AI is trained on patterns. On those industry "best practices."

Meaning it won't tell you when to break those patterns or best practices if they're not working for you.

---

Hi I'm Eden 👋 and for a limited time, you can get a web page or landing page reviewed by me (a real human, not a bot) -- and turned around in 24 hours.

You'll get a video walkthrough + report showing you what to fix (and why), as well as what to keep (and why) to help you lift conversions.

Check out the link in my profile or send a DM to learn more

Messaging Strategist. Conversion Copywriter. I help tech companies explain why their product is awesome and why people should buy it

AI can tell you you need chocolate chips if you're making chocolate chip cookies (duh).

But it can never tell you what's the Goldilocks amount: what's "just right" for whoever's supposed to be eating them.

It can predict what'll happen if you add too many (cookie's too sweet).

Or if you add too few (cookie will be more cookie than chocolate chip).

But... some people LOVE overloaded choc chip cookies (like my kids).

And some people LOVE the less-choc-heavy ones.

But unless you already know upfront how few -- or how many -- chocolate chips your audience actually want in their cookies... AI won't be able to tell you what's the right amount for your audience.

Hint: It's the same for copy as it is for recipes.

It's your job to know exactly what your audience likes and wants. Not AI's.

Because if you know what they want, then you'll always be able to whip up something that'll please them.

So the next time you go to write copy... instead of asking AI "what does X target audience want in Y solution?"... go hunt around on Reddit for a bit first. (Or better yet, ask your customers for real by interviewing them)

You might surprise yourself just how quickly you come across the answer.

And then when you *do* know what they want, whether you write it yourself or get AI to do it, you'll at least know that you're on the right track.

P.S. Apparently my baking posts get a lot more engagement than anything else. Huh. 

(So... maybe comment "Cookie" and I'll share the recipe?  🤔)

Pic: wholemeal choc chip cookies from Friday. Can't show you what they looked like after baking though because they're already all gone (yes today is Sunday...) 🫣

So many "smart" solutions are actually pretty dumb. 

Add to that the fact that when everything around us becomes "smart" -- that just makes us dumber.

Whatever happened to being self sufficient?

Marketoonist Creator | Keynote Speaker with Humor and Insight

"Smartify Everything" - new cartoon and post:

One of the most popular cartoons I ever drew was about the Internet of Things, right after Google announced the acquisition of Nest in early 2014.

“I think my Nest smoke alarm is going off,” one character tells another. “Google Adwords just pitched me a fire extinguisher and an offer for temporary housing.”

iRobot later proved that truth is stranger than fiction when photos taken in homes by a beta version of its Roomba vacuum robot somehow ended up on Facebook in late 2022, including a photo of someone on the toilet.

Yet the drumbeat to "Smartify" just about every product by connecting it to the Internet has only accelerated in the AI era. The latest is a "Smart Toilet" with an in-bowl camera from Kohler that analyzes photos and connects findings to a health app.

Some of these products have true utility. But the question is whether the advantages outweigh the drawbacks, particularly in privacy, security, and the cost to repair. There are inherent vulnerabilities of having so many products connected to the Internet.

A few years ago, a casino business was hacked through an Internet-connected fish tank Smart Thermometer in the hotel lobby.

In October, Smart Mattresses from Eight Sleep crashed during the Amazon Web Services (AWS) outage in the middle of the night. Some mattresses got stuck at an extreme incline. Others readjusted the sleeping temperatures to 110 degrees Fahrenheit.

CES debuts many of the Smart Products that come to market. An organization called The Repair Association started to give out "Worst in Show" awards for the "The Most Overengineered, Unrepairable, and Unsustainable Tech Disasters at CES."

This year's "Who Asked for This?" award was given to Samsung for a Smart Washing Machine that makes phone calls, requiring unnecessary screens and microphones (which can break faster at a higher cost). As they put it, it's an example of "force feeding useless smart features, all just to be able to take a phone call from a washing machine."

When so many smart products seem to be jumping the shark, I think there's an opportunity for brands to go the other way. As BBH once put it in a Levi's ad, "zig when others zag."

>>>>>

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For related cartoons and all the links in this post, click here: https://lnkd.in/gNzBUHur

#marketing #cartoon #marketoon

Warning: There'll be a good dose of Australian slang in this one 👇
 
Tomorrow, I get to speak (live!) with the wonderful Helen Gottstein - Loud and Clear as part of her Engage Your Audience series.

In it (though I should really be saying, "innit") we'll be talking about:

➡️ The best speaking experience I've ever had

➡️ Why it's important for writers (and women especially) to speak up

➡️ Which conversion principles can speakers draw on to craft better talks

And a whole lot more.

So clear some space on your calendar for tomorrow -- and bring a coffee or tea.

Or some Vegemite on toast if you want the full, immersive experience (IYKYK).

And come join Helen and I 🦘🐨

We look forward to having you

CEO Presentation Coach | Strategic Storytelling for Executives | Public Speaker | Terrible Cook

View Helen Gottstein - Loud and Clear’s profile

Writers hide behind their keyboards. And it keeps them invisible. 

Eden Bidani would like to suggest they reconsider

Why speak in public? 
Branding. Attention. Investment. Clients. 

Join me for Engage Your Audience – a LinkedIn Live series that explores what really matters: engaging your audience effectively to get the results you want from speaking.

Each episode, I sit down with someone who's leveraged public speaking to open doors, build communities, or drive business outcomes. 

The focus is on what turns speaking into an opportunity.

Whether you're pitching investors, delivering keynotes, or building your visibility, you'll walk away with actionable insights you can use immediately.

The brilliant Founder of Cape, will join me on Tue, Nov 18 at 12:30pm to talk about the success that speaking at events has brought her - and why she recommends other writers do the same. 

Don't miss it

Engage Your Audience: Why Writers Need to Speak

Marc Stoiber

Brands Investors Love

Investors, Exit Specialists, and Founders all want the same thing: scalable, sustainable, de-risked growth. Brands Investors Love delivers this, enabling entrepreneurial companies move up the adoption curve from early adopters to the mainstream. How? By helping them transition from product-led to brand-led value propositions.

Chief Executive Officer

Marc Stoiber Enterprises

I am a creative director by trade. But my clients refer to me as a value enhancer.

I work primarily with successful entrepreneurs who feel their brand is holding them back. Often, these entrepreneurs are poised for a sale or major raise. 

To deliver their high-performance brand, I: 

- Thoroughly audit their brand assets for consistency, power, and positioning,
- Interview their customers to deliver rich insights,
- Brainstorm with them to create a foundation for their communication, including positioning and creative briefings,
- Assemble a crack team of experts - from SEO to PR, advertising to customer experience - to deliver. 

In addition to consulting, I offer a la carte coaching packages, enabling clients to have a more 'hands-on' experience. 

For entrepreneurs who are still in startup mode, I offer reasonably priced kits (The Brand Optimizer Kit, Optimize My Presentation, and the Free Brand Audit Snapshot) to give them the brand that will grow with them.

Consultant/Brand Strategist 

Holt Accelerator

Brand Strategy Advisor

Your Ultimate Speech

With Your Ultimate Speech, you can capture your visionary idea in an expertly crafted speech, complete with stunning visual presentation and expertly coached delivery. And that's just the start. For more information visit: http://yourultimatespeech.com/.

CEO, Founder

Royal Roads University

I teach Marketing and Sustainability Marketing at Royal Roads, an internationally-recognized business school.

Faculty Associate

Maddock Douglas

I helped Maddock Douglas build thought leadership in sustainable innovation.

VP Green Innovation

Change

I founded Change to make sustainability sexy. Over the course of 5 years, we worked with big brands like Unilever and Molson, regionals like TransLink, and scrappy startups. Change was successfully sold to Maddock Douglas Innovation, and I went on to lead MD's Green Innovation practice.

Founder/Creative Director

Grey Worldwide

In 4 years, I elevated the creative output at 'Grey by name, Grey by nature', helping the agency move from 43rd to 9th in global ad and design award tallies. Highlights included our Mr. Clean work, which won Procter's 2005 Global Turnaround of the Year award, saving the brand from sale; and the campaign launching the newly merged AIM Trimark brand, which helped the fund company move to top slot in Canadian mutual funds.

National Creative Director

DDB Canada

During my 4 years at PJDDB, the agency won Canadian Agency of the Year 4 times in a row. My campaign for Richmond Savings was named one of the top campaigns of the century. And our work for Bud Lite ran at Superbowl, and won 2 Gold Lions (among other awards).

VP, Creative Director

BBDO Dusseldorf

Creative Group Head

Brand Strategist || I build simple, powerful brands that raise the valuation of entrepreneurial companies. Investors and M&A specialists call me their value enhancer.

You're a successful entrepreneur. 

That means every day you wake up, you're running a bigger company than yesterday. It's thrilling, but disconcerting. At what point do you need help from brand and marketing pro's who have worked at the next level? People who are entrepreneurs themselves, but 'get' the discipline of big brand marketing. 

That’s where I come in. My name is Marc Stoiber. I’m not your normal, cookie-cutter marketing consultant. 

I’ve worked with some of the biggest companies in the world. Household names like Budweiser, Procter & Gamble, Unilever and McDonald's. I’ve also helped grow incredible entrepreneurial operations  like Delivery Slip, Sisu and Gardening Know How.

I can help your company. I work shoulder to shoulder with  incredible founders to help them build massive, powerful brands.

Sharing the right stories,  the right strategies, the right magic, with the right people.

And everything I do, I do with the entrepreneur's ultimate goal in mind. Driving revenue while building a futureproof brand. 

If you want to take your company to the next level, but aren’t sure how, send me a message here on LinkedIn, or email me at marc@marcstoiber.com

Mind bending closing keynote at Prompt Conference: Can Machines Think, by Loki Jörgenson . I was lucky enough to MC the day, and rub shoulders with incredible speakers. 

Stoked to start planning #victoriatechweek ‘26 after Discover Tectoria wraps tomorrow afternoon.

Helping $1M+ ARR startups build revenue magnets

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Growing fast…. Not breaking things. My first #victoriatrchweek event of the day. The caliber of speakers is definitely inspiring! Anton Solonnikov of Vitamin Lab, Aaren Terrett of Spraggs Group, Craig Attiwill of Peloton Technologies, Michael Finnegan of Employment Hero.

Yesterday, I was lucky enough to MC the Prompt AI Conference at #VictoriaTechWeek. The final keynote, by Loki Jörgenson,  dug into the mind-bending debate around AI consciousness. 

I recorded the presentation, and wanted to share it with my audience. But, being afraid that everyone's head might explode, I opted to draw inspiration from one topic Jorgenson covered - testing for self-awareness as a tool for testing conscious thought. 

What if, I consciously thought to myself, I applied that test to business adoption of AI? 

Take a look at the story, and tell me if it enlightens or befuddles.

Noise is Only Part of The Problem AI is a confusing space, it’s true. You’ve no doubt heard about the MIT study citing 95% of businesses that aren’t s

Open article: The Business Strategy Buried in AI Consciousness Research by Marc Stoiber • 5 min read

The Business Strategy Buried in AI Consciousness Research

If you have a great startup idea, you should be sitting next to me watching MATTHEW LEAPER talk about AI and patent law at #victoriatechweek

This year’s #VTW is an embarrassment of startup riches. And I’m super impressed that speakers like Matthew made the trek from the southern US to speak here.

taplio

The Battle

Eden Bidani

Marc Stoiber

Followers

Posts

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Performance ScoreEden Bidani's LinkedIn Performance

Performance ScoreMarc Stoiber's LinkedIn Performance

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taplio

The Battle

Eden Bidani

Marc Stoiber

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Eden Bidani's LinkedIn Performance

Performance ScoreMarc Stoiber's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreEden Bidani's LinkedIn Performance