2025

Someone new lands on your website. They don’t know you yet, and they have no reason to trust you. A good testimonial closes that gap before you ever say a word to them yourself. When a happy client talks about their own experience, it just carries more weight than your own marketing copy ever will. Trust in reviews has been sliding for a while now. BrightLocal’s 2025 consumer review survey found only 42% of people trust reviews as much as a recommendation from a friend. Back in 2020, that number was 79%. So the reviews that still feel real and…

Most people writing sales copy start with the solution. They lead with their product, their service, their credentials, and hope the reader connects the dots to their own problem. The PAS formula flips that order, and the flip is what makes it work. PAS stands for Problem, Agitate, Solve. You name the problem your reader actually has. Then you spend a moment on what that problem is really costing them. Only after that do you bring in your solution. By the time you get there, the reader already agrees they need one. This is one of the oldest structures in…

Most business owners have the same five photos on rotation. A headshot from a few years back, a stock photo of a laptop and coffee cup, maybe one blurry shot from a networking event. None of it shows what it’s actually like to work with you. A brand photoshoot fixes that. It’s a set of images built around your business, your space, your products, your team, the way you actually work, not just your face. Done well, a brand photoshoot does more for your marketing than another round of ad spend ever will. The bar isn’t a magazine spread. It’s…

Marketing used to be a business talking at people, listing features and benefits and hoping something landed. That barely worked twenty years ago, and it works even less now. People connect with a real story, not a sales pitch. If you’ve ever typed “how to explain what my business does” into Google at midnight, hoping the right words would just show up, a brand story is usually the missing piece. I spent five years as a certified StoryBrand Guide before I started Post Road Marketing, so this framework is close to home for me. Here’s the simple version, and how…