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."

>>>>>

To sign up for my weekly marketoon email newsletter (23 years running), click here: https://lnkd.in/g9DBM6tD

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

CytoReason

Director of Brand and Communications

•	Oversee company's brand - strategic narrative, corporate messaging
•	Oversee marketing budget
•	Oversee social media
•	Create marketing content for customers, investors and employees, in all channels (emails, social media, press releases, videos, podcast, case studies, conferences). 
•	Plan and execute corporate PR strategies
•	Support HR – internal communications and recruiting
•	Create sales enablement materials
•	Create investor materials

Director Of Strategic Communications

PICO Venture Partners 

Overseeing content marketing for PICO Venture Partners. Writing blogs and reports, fine-tuning pitch decks, overseeing social media messaging and coaching portfolio companies’ executives on branding, storytelling and public speaking.

Writer | Consultant

Writing content and coaching executives on branding and messaging. 
Clients include BCG, WeWork, Jewish Agency.

Jerusalem U

Together with the development team, wrote grant proposals, created strategic partnerships, and met with donors and key stakeholders, ultimately raising over $750k to sustain and expand online content and frontal services. 

Directed team of writers developing online courses and scripting short films to connect over 2 million people across the globe with Israeli history, society, culture and innovation.

Conducted and analyzed hundreds of customer surveys annually.  

Lectured to over 20,000 adults and students in global conferences, diverse communities and college campuses in Israel and abroad, in English and in Hebrew.

In 2017, oversaw the scripting of a mini-documentary about the 1967 War. The series, which consists of 12 short films, each 3-5 min long, reached 1.5 million viewers in 3 months.

Director of Israel Education

The David Project

Helped found the Israeli branch of The David Project, a non-profit based in Boston, committed to empowering pro-Israel students on college campuses.

Expanded the organization’s year-long course from 3 institutions and 50 students to 20 institutions and 500 students. Wrote curricular content and taught over 5,000 students.

Together with the Boston team, developed organizational strategy, oversaw staff trainings, conducted annual surveys, and met regularly with key clients.

Created multiple presentations and delivered over 1,000 lectures on politics, leadership and public speaking to adults and students in the U.S., Israel, Australia and South Africa.

Program Manager and Senior Lecturer

Group Niram Gitan - Global Consulting Solutions

Developed global leadership programs, consulted senior managers in the financial sector and led workshops on behalf of a leading consulting firm specializing in organizational development, customer relationship management and supply chain management.

Oversaw employee surveys and data-driven performance management processes.

Management Consultant

Self Employed

Wrote and conducted employee workshops on time management and employee engagement. Clients included Tanker Pacific, Harvard College and the American Jewish Joint Distribution Committee (JDC).

Harvard University

Developed and taught classes to undergraduates in Psychology and Hebrew. Received Harvard’s certificate of excellence in teaching for all semesters.

Teaching Fellow

Director Of Strategic Communications at CytoReason | Brand Builder | Copywriter | Marketer | Speaker

I do everything branding at CytoReason – strategic narrative, corporate messaging, social media, website, video, PR, IR and employer branding. 

Experience highlights:

➡️ Proven ability to drive brand awareness and lead content strategy

➡️ Top skills - copywriting, storytelling, public speaking

➡️ Collaborating daily with Sales, Product, Science and Technology units

➡️ Cultivating relationships with external stakeholders including customers, investors, partners and vendors

taplio

The Battle

Eden Bidani

Zeev Ben-Shachar

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taplio

The Battle

Eden Bidani

Zeev Ben-Shachar

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

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Performance ScoreEden Bidani's LinkedIn Performance