Gina Gotthilf
They're Not Reading All That
Inspired by Gina Gotthilf episode
Gina Gotthilf's copy lesson—users read the first five words and bounce—explains why 'please put your shoes on' never works.
Gina Gotthilf reviews copy constantly. The most common mistake: too many words. Users read the first five words and bounce.
You're trying to get your kid to wear shoes. You start explaining: "Darling, we've talked about this, shoes keep your feet safe and warm, and we need them on before—" They're gone. They stopped listening at 'darling.' They're now halfway inside the couch cushions, looking for yesterday's snack.
The PM version is: say less, make it matter. "Shoes on, then park." Clear action, clear reward. You can explain the philosophy of foot safety literally never because nobody cares.
Short copy converts. Long copy dies in a Google Doc that seventeen people commented on. The toddler version dies in a cushion fort.
