PROOF OF CONCEPT
I rewrote Herald's CMOS landing page. Below is the July 2026 copy deck next to my rewrite, which is the page live today. Same offer, same founder, same method. What changed is how clearly the page says who it's for, what it promises, and what it can prove.
“Chris came through for me in a pinch. My normal copywriter who I have used for five years was out on leave, and I needed a tight deadline met on a very important piece of copy. Chris came through in a timely manner, and I had zero edits. I recommend Chris to all senior leaders.”
The hero now qualifies the reader in the first line and says who should not buy.
"The COMPASS Method Operating System." Then straight into the headline.
"For founder-led businesses doing $2M to $5M with a team or agency ready to execute." Plus: "Not for pre-revenue businesses or companies looking for a done-for-you agency."
Big, unsourced stats came out. The countable ones stayed.
"$500M+ in revenue growth observed" and "166% average client revenue lift," next to 100+ diagnostics and ~20 years.
"100+ COMPASS Diagnostics deployed" and "~20 years in the trenches." Nothing a skeptical buyer can't check.
The sample roadmap keeps its punch but stops reading like a promise.
"You are leaving approximately $1.4M in annual revenue on the table," capped with a "110x" ROI claim.
"The modeled opportunity… is approximately $1.4M annually." Then: "an illustrative opportunity model… not a claim of realized revenue."
A loose money-back line became a clear agreement with terms.
"2x your money back in three months or the next quarter is free."
"The CMOS 2× Implementation Guarantee": complete the intake, set the baseline, run the plan. "A service credit, not a cash refund."
Results are framed as what happened to those businesses, with concrete before-and-after figures.
Three cases ("$6M → $16M+," "Revenue Stabilized," "40% Lift") and the line "CMOS builds the same roadmap in days."
Four outcomes ($10M → $16M+, a doubled $200K monthly goal, $10K → $50K/mo ad spend at 3:1, $0 → $700K pipeline), "not a projection of your result."
One clear starting offer, with the extras moved to the upgrade, and math that adds up.
Advisor calls, Slack access, and a masterclass all stuffed into the starter offer, and an annual plan sold on savings math that didn't add up.
"Start with the Diagnostic." The single use is "complete on its own," and the extras moved to the annual upgrade, with savings that check out.
Before: CMOS Landing Page Copy Deck, July 2026. After: my rewrite, live at compassmethodos.com as of October 2026.
FOUR-POST CAMPAIGN
Tell me who you are and where to reach you. I'll follow up to schedule your interview and get your first posts moving.
chris@tunedin-digitalmarketing.com
Response within 48 hours.
