Darren Jamieson:
On this week’s episode of The Engaging Marketeer, I’m speaking to Will Slater of 43 Clicks North. Will is a copywriter and all-round wordsmith who I first came across at Brighton SEO, when he delivered a talk about creating website content – using The Princess Bride, the film by Rob Reiner, as an analogy for pitching content to clients.
I was enamoured with the way Will weaved The Princess Bride through his talk, as I’m a huge fan of the film myself. So I thought – I’ve got to get Will on this podcast to talk about content for businesses, how to structure it, and how to make content that not only engages people but drives conversions too.
And yes – we will, almost certainly, mention The Princess Bride more than once.
[01:24]
Darren Jamieson:
So Will, you’re a content creator, a master of words, a master of all things… content. How did you get into doing that?
Will Slater:
It’s a very long and involved story, so I’ll give you the truncated version.
Darren Jamieson:
Fantastic – we’ve got about five hours, so spin away!
Will Slater:
I could probably make it last that long, to be honest!
I started off in marketing, doing a bit of everything – mostly in smaller companies, where I was the marketing team. I kind of fell into it by accident, maybe… ooh, 20 years ago now.
Since then, I’ve tried all sorts – design, graphics, video, strategy – and over time, I narrowed it down to the bit I really enjoyed and was good at: writing.
When the opportunity came up to work at 43 Clicks North – which is where I am now – I jumped at it. It was a big change. Before that, I was in a more strategic role, but it didn’t suit me. I could do it, but I wasn’t excelling.
Darren Jamieson:
So you wanted to get your hands dirty again?
Will Slater:
Exactly. I think it’s really useful to have experience of doing everything, to know how it all fits together. Because when you write copy or content, you need to understand not just the words, but how it all works together – the psychology behind it, the strategy. It all feeds into the writing.
Darren Jamieson:
Yeah, I imagine you need to understand why you’re doing it as well. Because there are lots of passionate writers – people who are good at it – but writing for business is different. You’re writing to attract, engage, and convert. That takes more than just creative flair. So how did you adapt?
Will Slater:
Well, I am that aspiring author you mentioned! I’ve always written. I’ve written a novel – I’m working on finishing it now – but the skills for writing fiction and writing copy are very different.
The actual writing bit of being a copywriter isn’t even the biggest part. The marketing background helped a lot, but once I moved into copywriting, I went all in. I read the books, listened to the podcasts, did the training courses.
A lot of it was crap – because a lot of content is – but I found a few gems, and some great people to learn from on places like LinkedIn.
[05:00]
Will Slater:
Some of the people I’ve learned from? Well, there’s an American guy called Eddie Shleyner – absolutely brilliant. He released a book last year. Then there’s Martin Sayers – I’ve done a couple of his courses and he’s fantastic. Mel Barfield is another brilliant copywriter, and she’s also been a bit of a cheerleader for me, encouraging me to put myself out there more.
There’s a French guy called Luc Grallier – he’s more of a general marketer, but a lot of what he talks about in his book feeds into copywriting.
Darren Jamieson:
You made notes for this, didn’t you?
Will Slater:
I did! Let me check them… Harry Dry is brilliant. Dave Harland – absolutely hilarious, but also very, very good at what he does. And then there’s a podcast called The Fix – it’s run by a couple of financial copywriters, and I’ve learned loads from that too.
That’s just a snapshot really, but there are tons of people out there worth following.
Darren Jamieson:
Financial copywriting is… well, I know we’ve done some. It’s quite an art in itself, isn’t it? You’re dealing with dry subject matter. You’ve got to be careful not to be seen as giving financial advice, and what you write might become outdated quickly. Is that something you enjoy?
Will Slater:
Actually, yes – one of our clients is in the fintech sector, so I do a bit of financial content. And you’re right – it’s often seen as boring or dry. But I’ve learned to enjoy that.
In fact, it’s quite hard to make dry content interesting. But when you figure out how to do that, it can be really rewarding. Most people just write boring stuff, and it stays boring. If you can go that extra step and make it engaging, and easy to process, it makes a massive difference.
We’ve seen it ourselves at 43 Clicks North – and we’re a performance agency, so we track everything. Informational pages – not just sales ones – have led to really strong results for clients just because they’re well written. They perform well on Google and they’re good to read.
[10:00]
Darren Jamieson:
That’s it, isn’t it? A lot of people write boring content, and it’s no surprise nobody wants to read it. But here’s the million-dollar question. If you’re a business owner in a “dry” industry – let’s take finance – how can you make your content interesting and engaging?
Will Slater:
Yeah – I think the same principles apply whatever your industry. Finance, nuts and bolts, anything that isn’t naturally “sexy”. And let’s be honest, most businesses aren’t sexy. We’re not all Innocent Drinks or Ferrari.
Actually, I’m doing a workshop at CopyCon in the autumn all about this – how to make boring content interesting. So if this is your thing, come along!
But seriously, here are a few key things:
Step one – get yourself interested in the subject. If you’re in the business already, you should have at least some passion for it. If you’re freelance or agency-side like me, it can be tricky because you only skim the surface. So I’ve trained myself to get really curious. I go nerdy with the details, dive in, and find what’s interesting.
If you’re not interested in what you’re writing, how can you expect anyone else to be?
Step two – be deliberate with your language and structure. Make it pleasant to read. Too often, people go heavy on jargon, long words, and endless run-on sentences.
There’s this idea that you have to show how intelligent you are by using complicated words. But nobody wants that. Nobody wants to read a sentence four times just to understand it – especially not on their phone while commuting or over lunch.
So make it scan-friendly. Friendly language, short sentences.
Darren Jamieson:
And that doesn’t mean avoiding all jargon, right?
Will Slater:
Exactly. Use the language your customers use. If you’re writing for finance professionals, some jargon makes sense – it’s how they talk. It’s about balance. Don’t dumb it down unnecessarily either.
Some of the writing advice out there is too simplistic – like “don’t use jargon” or “use short words”. But that advice doesn’t help in a meaningful way.
The key is: speak like your reader. Use language they understand, at the level they expect. If you’re writing about complex mechanical engineering, simplifying everything too much just makes it longer and more confusing.
[12:00]
Will Slater:
The third thing I like to do is bring in narrative – as much of a story as possible.
And this ties in nicely with another tip: make it about the person you’re writing to. So many websites talk all about themselves — “we do this”, “our product does that” — but that’s not what your reader cares about.
Flip it. Make it about them. What it does for them. How it solves their problem.
I always try to write like I’m speaking to one person. Like I’m in a sales call. Don’t write like you’re addressing a group. Speak to someone one-to-one. That really helps with engagement.
Darren Jamieson:
Makes sense — it feels more personal.
Will Slater:
Exactly. And I sometimes use classic story structures, like you’d find in novels or films.
Darren Jamieson:
Like The Princess Bride?
Will Slater:
Yes! I was just about to say that. It’s a great example.
It follows a story structure called The Hero’s Journey — the same one you’ll find in Star Wars, Harry Potter, pretty much all popular media. And that’s not a bad thing. It’s familiar. Our brains respond to that familiarity.
So, when you use the Hero’s Journey in content, your reader becomes the hero. The problem they’re facing is the villain or monster. The product is the elixir – the thing that helps them overcome the monster. And you, the business, you’re the mentor.
Darren Jamieson:
Like Obi-Wan Kenobi.
Will Slater:
Exactly. You’re Obi-Wan. The customer is Luke Skywalker. You’re giving them the tools, the knowledge, the thing they need to win.
Darren Jamieson:
Not bad for selling nuts and bolts.
Will Slater:
Ha! I was just going to say — you’re probably not going to write an epic novel about bolts, but you can still frame it in that way.
So, instead of saying “our bolts don’t rust”, say something like: “Are your bolts always going rusty? You’re not alone. Every tradesperson has fought the rust monster. But now there’s a way to stop it…”
It’s about reframing the problem. If you just tell the reader they’re doing something wrong — like “you’re using the wrong bolts” — that’s negative. It’s blaming them. But if you turn it into a villain that everyone’s battling, it’s relatable.
Darren Jamieson:
That’s such a great analogy. I’ve heard it before — might’ve been you! — but it really hits home. Most businesses frame themselves as the hero, and that’s a mistake. The customer should be the hero.
Will Slater:
Exactly. And it’s easy to spot if you’ve done it wrong.
[17:00]
Will Slater:
Here’s a quick trick: look through your copy and count how many times you say “we”.
If it’s full of “we do this”, “we offer that” — you’re talking about yourself too much.
Chances are, you’re saying the right things, but they’re framed in the wrong way. So take “we make the best bolts in the country” and reframe it as “bolts designed to keep you rust-free”.
That subtle shift changes everything. And it doesn’t have to be complex — just refocus the sentence on them.
Darren Jamieson:
I wish you hadn’t picked bolts as the example now — we’re stuck with it!
Will Slater:
We are! I’ve committed. I’m going to bolt this metaphor right to the end.
Darren Jamieson:
Nailed it. Or should I say… bolted it?
Will Slater:
Perfect.
[17:00]
Darren Jamieson:
So when it comes to writing copy for businesses, there are loads of different types, right? Blogs, newsletters, landing pages, articles, social media — short form, long form. Is there a particular kind of copy you prefer or specialise in?
Will Slater:
Yeah, I think most writers tend to gravitate toward a certain type. I personally prefer longer-form copy and content.
It’s interesting, because depending on who you ask, people define “copy” and “content” slightly differently. Some will say copy is anything that drives an action — like a landing page with a call to sign up or make a purchase — whereas content is more informational. So, a blog explaining the differences between types of bolts, for example, would be considered content.
Darren Jamieson:
We’re sticking with bolts all the way through, I see.
Will Slater:
We’ve committed. We’re 20 minutes in — no turning back now!
But yes — there is a difference between the two, and they do require slightly different skills. That said, I still consider them both part of the same craft. It’s all writing. It’s just different disciplines within it.
I do both. I’m not big on social media, if I’m honest — it stresses me out a bit. But I’m happy writing both action-driven copy and longer-form informational content. They require a different approach, but I enjoy both.
[21:00]
Darren Jamieson:
And with longer-form informational content, the goal is still ultimately to drive an action, right? Whether that’s making a sale, getting an enquiry, or downloading something.
What tips would you give to people who want to write content that actually converts?
Will Slater:
Everything I write commercially is designed, at some point, to lead to an action.
But it depends where the content sits in the marketing funnel — which is a term I hate, but it’s convenient shorthand. If it’s a top-of-funnel piece — meaning it’s someone’s first touchpoint with your brand — then I don’t think you should push for the sale too hard.
At that stage, you’re just starting a relationship. You’re trying to build trust. It’s like networking — if you jump straight into a pitch, people switch off.
So with top-of-funnel content, I focus on providing useful, well-written information that positions the brand as an authority and as trustworthy. Those are two really important goals.
If you can tick those boxes, people will remember you. Then when they’re ready to buy, they’ll come back — and that’s when they’ll engage with the lower-funnel, action-driven stuff.
[22:00]
Will Slater:
Now, when you are writing the lower-funnel stuff — the action-driven copy — all the same principles still apply. It has to be about them, not you. That’s universal.
But here are some techniques I find really useful.
First: repetition. Especially for web copy. Nobody navigates your website in the neat, linear way you’d like them to. They don’t start at the homepage and click through page by page.
They’ll land somewhere random, then jump to another page that catches their interest. So if you’ve got a key message — repeat it. Get it in more than once.
Even word-for-word repetition is fine, so long as it’s deliberate. If your big claim is that your bolts are rustproof, or your financial service is FCA-certified — keep hammering that home.
Darren Jamieson:
Because people won’t always see it the first time, right?
Will Slater:
Exactly. You need to reinforce those core benefits again and again.
Second: open loops. This is when you create curiosity by implying there’s more to come. You pose a question or make a statement that creates a “gap” in the reader’s mind — something they feel compelled to close.
It’s the same principle you’d see in an old BuzzFeed headline: “You’ll never believe what happened next.” It’s manipulative when overdone — and BuzzFeed filled those articles with junk — but the psychological mechanic is solid.
If you keep opening loops, readers are more likely to stay on the page, more likely to scroll down, and more likely to engage with the rest of the content — including your call to action.
Darren Jamieson:
It’s like those old TV serials — Flash Gordon, The Lone Ranger — ending every episode on a cliffhanger so you had to come back for the next one.
Will Slater:
Exactly! Or chapters in a novel that end with a big twist.
[26:00]
Will Slater:
Another important one: specificity. People love specifics.
So much copy is vague. It’s nicely written, but you get to the end and think, “You haven’t actually told me anything.”
The more specific you can be — about what your product does, how it works, the results people get — the better. Especially if you’re using numbers.
Saying “We’ve helped thousands of people” is meaningless. Is that 2,000? 90,000? Big difference. But if you say, “We’ve helped 3,624 people choose the right bolts for their project” — that lands.
Darren Jamieson:
But why are so many businesses afraid to do that? Afraid to be specific?
Will Slater:
They’re worried it’ll scare people away. That if they say, “This costs £700” or “This is only suitable for businesses turning over £1 million or more,” they’ll lose potential customers.
But that’s a good thing.
You want to scare off the wrong people. Because if they’re not a good fit, they weren’t going to buy anyway. So all you’re doing is saving your sales team from wasting hours on calls with someone who’s never going to convert.
[27:00]
Will Slater:
If your call to action is “book a sales call,” being specific means the people who book it are the right people. You’ve already qualified them. That’s a win.
Too many businesses are afraid to say, “This isn’t for you.” But if someone reads your copy and says, “This isn’t right for me” — great. You’ve just saved everyone time.
Darren Jamieson:
Yeah, and it stops the sales team wasting hours on people who were never going to buy.
Will Slater:
Exactly. Specificity also applies to your calls to action. Be precise.
And while we’re at it — stop saying “click here.”
Darren Jamieson:
Oh God, yes.
Will Slater:
It’s awful. It tells me nothing. People skim web pages — they jump straight to the call to action — and if all it says is “click here,” you’ve wasted that space.
Even “sign up” is better. But I like longer CTAs. Something like:
“Subscribe to our weekly newsletter to get valuable insights delivered to your inbox every Tuesday lunchtime.”
That tells them exactly what they’re getting and when. It works even if they’ve skipped everything above it.
[29:00]
Will Slater:
Another powerful trick: lead with your flaws.
No product or service does everything. A bolt is not a nail. If someone needs a nail and you’re selling bolts, don’t try to pretend otherwise.
Own that. Be honest about what your product doesn’t do. That’s how you build trust.
I’ll give you an example. Let’s say you’re selling tax software. Most people would say something like:
“Our tax software will solve all your tax problems.”
Well… no, it won’t. That’s a lie. It’s overpromising.
Instead, say something like:
“Our tax software won’t file your return for you, but it will make it easier.”
That feels believable. It’s grounded. There’s no hype.
Darren Jamieson:
And if there are downsides to your product, people are going to find them anyway — online, in reviews. Better to be upfront.
Will Slater:
Exactly. Be the first one to tell them. That’s what builds credibility.
You see it all the time with snake oil salesmen — promising the world. “This cures everything! Hair loss! Herpes! Your taxes!”
Everyone knows it’s nonsense. If your copy feels even slightly like that, people will sniff it out instantly.
So be specific. Be honest. Say what it doesn’t do. That will gain you more trust than pretending your thing is magic.
[32:00]
Will Slater:
You should be aiming to weed out the people who aren’t your ideal client. That’s not a bad thing — that’s the right thing to do.
Darren Jamieson:
Exactly. I’ve got business cards with a photo of Anfield on the back — Liverpool FC. And I’ve had people say, “Oh, that might put some people off.” So what?
If they’re put off by that, they’re probably not the right client for me anyway.
Will Slater:
That’s it. I post on LinkedIn and I’m not afraid to talk about my political views occasionally. I know it might put some people off — and that’s fine. If we don’t align, we’re probably not going to work well together. They’d be better off with someone else.
Darren Jamieson:
It just makes it harder work if you’re trying to get on with someone who’s completely opposite to you, ideologically.
Will Slater:
Exactly. It’s not that you can’t work with people who think differently — you often can. But if someone is miles away from you in values or energy, why force it?
So yes — content should show your personality, and it should pre-qualify people.
[33:30]
Will Slater:
Let’s talk more about calls to action.
Don’t just throw in one CTA at the bottom of a long page and think that’s enough. Scatter them throughout. People skim — they’ll read a heading here, a paragraph there — so give them a CTA at every logical point.
That said, be careful not to confuse them. Stick to one primary action per page.
Darren Jamieson:
Yeah — a confused mind doesn’t buy. If your page says “Call us,” “Email us,” “Download our guide,” and “Buy now” — that’s too much.
Will Slater:
Exactly. Choose the one thing you want them to do. And here’s another thing: include qualifying info in your CTA.
So let’s say your minimum order is 8,000 bolts — tell people that! Don’t hide it. That way, if someone only needs 2,000, they’ll know to look elsewhere.
And that’s fine. In fact, you can even help them — send them to a competitor who does cater to small orders. Because when they grow, and they do need 8,000 bolts? They’ll come back to you.
Darren Jamieson:
That’s gold. It saves time and builds goodwill.
Will Slater:
Exactly. And just one more time for the people at the back — don’t ever, ever use “click here” as your call to action.
[36:00]
Darren Jamieson:
Yes — I remember for a long time, if you Googled “click here,” the top result was Adobe’s Acrobat Reader download page. Because everyone on the internet linked to it with the words “click here.”
Will Slater:
That’s a perfect example. But it’s terrible UX.
Instead, your CTA should tell people what’s going to happen. Even something as basic as “sign up for the newsletter” is better than “click here.”
But I prefer longer CTAs. Like:
“Sign up to our weekly newsletter to get industry tips and insights delivered to your inbox every Tuesday lunchtime.”
That way, even if someone has skimmed the whole page, they’ll understand the value just by reading the CTA.
[37:00]
Darren Jamieson:
You mentioned earlier about being specific — like “this saved £2,000” or “helped 365 businesses.” But I’ve noticed that a lot of vague content — “saved loads of money,” “helped many businesses” — is written by AI. Because AI generalises.
And that brings me to this: what are your thoughts on using AI in content?
Will Slater:
Oh, here we go — I’m probably going to make some enemies with this one!
Honestly, I’m not completely anti-AI. But I do have serious concerns — ethical ones, environmental ones.
First off, it’s not actually “intelligent.” It’s a large language model, and that’s different. And the way it’s trained — scraping huge swathes of the internet, often without consent — is problematic.
Also, the environmental impact is massive. The energy and water used per query? It’s frightening. I saw a post on LinkedIn a while ago that made me dig into it, and the figures were eye-opening.
Darren Jamieson:
Yeah, I’ve heard that too — the power and cooling needed for AI queries is astronomical.
Will Slater:
Exactly. And I’m not on board with fully AI-generated content. You can tell when something’s been written by ChatGPT without any editing. It’s formulaic. It lacks emotional connection.
Now, I’ve never tried the niche AI copywriting tools that claim to be amazing — so I can’t speak from experience on those. But I’d be very surprised if they matched what a good human can do.
Because when you write well, you connect emotionally. You tap into feelings. You build trust. AI can’t do that — because it doesn’t feel anything. It doesn’t care.
[39:30]
Will Slater:
That said, I do use AI occasionally — as a planning or research tool. But with caution.
You can’t trust what it says. And that’s not a dealbreaker, because you can’t fully trust anything on the internet.
Darren Jamieson:
Even news outlets, governments, Wikipedia — you have to take it all with a pinch of salt.
Will Slater:
Absolutely. Even the BBC gets things wrong when they’re in a rush. Fact-checking standards have slipped everywhere because speed is king now.
So if you use AI, you’ve got to verify everything. But then again, you should be doing that anyway.
Darren Jamieson:
So in short — you don’t use AI to write content, but you’re not totally against using it to help with research or structure?
Will Slater:
Exactly. As long as it’s used as a tool, not a substitute.
[42:00]
Will Slater:
One of my big concerns about AI is how it affects creativity — and learning.
It’s very tempting to get AI to do all the boring jobs. But the boring jobs are how you learn.
If a student or junior marketer jumps straight to letting AI do the work, they’re missing out on crucial development. They’re skipping the bit where you figure out how words and sentences are put together.
That applies across everything, not just copywriting. Any task AI can do — and it can do a lot — is a task someone used to cut their teeth on. What happens when those stepping stones disappear?
Darren Jamieson:
It’s the same with art. I studied fantasy illustration, but before they let me loose on that, they made me do still life. Human form. Muscles, anatomy, proportion. You have to know how things are constructed before you can start bending the rules creatively.
Will Slater:
Exactly. Same thing with content. If you don’t do the boring foundational work first, you don’t learn how to make the exciting stuff later.
And when it comes to AI in art — no thanks. I don’t want to spend my free time looking at AI-generated images, reading AI-written novels, or listening to AI music.
Darren Jamieson:
Because there’s no soul in it.
Will Slater:
Exactly. There’s no soul. It might be technically impressive, but there’s no emotional connection. It doesn’t mean anything.
I saw someone say recently — and I love this — that AI was meant to do the washing-up so we could do the art, the writing, the dreaming. But now it’s doing the art, and we’re doing the admin. That’s not right.
Darren Jamieson:
Yeah, we’ve got it backwards. We’re becoming the boring ones while the machines try to be creative.
[46:00]
Will Slater:
So if you’re a business owner thinking, “I’ll just get ChatGPT to write my landing page” — don’t.
Seriously. Just don’t.
If you can’t afford a copywriter — fair enough, not everyone can — then learn the basics yourself. You don’t need to be perfect. You don’t need to write like Neil Gaiman.
But if you can write something that’s you, that’s honest, that follows a few basic principles — clear structure, natural language, audience focus — it’ll stand out way more than all the AI fluff out there.
Even if it’s got typos. Even if it’s not perfect. It will feel real. And that will always connect better with your readers.
[47:00]
Will Slater:
And one last thing — people buy from people. That’s never going to change.
Most of the copy we write is designed to get someone to book a call, download something, or speak to sales. So the copy itself needs to act like a salesperson — one that’s working 24/7.
And AI isn’t a salesperson. It’s a bot. Nobody wants to talk to a bot.
Darren Jamieson:
No, they don’t. I spoke to one just the other day — asked it three different questions, got the same useless response every time. It had no idea I was even asking something new. Just picked up a keyword and spat out the same answer again. Infuriating.
Will Slater:
Exactly. So if you’re a business writing copy, ask yourself: would you want to read another piece of AI-generated fluff?
Probably not. So why would your customers?
Darren Jamieson:
That principle applies to everything in digital marketing. If you wouldn’t want to see it or experience it yourself, don’t do it to someone else.
Will Slater:
Absolutely. But I’ll say this — if you’re a small business and you’re doing everything yourself, it’s okay to use ChatGPT or Gemini or CoPilot to support your work.
Ask it to give you a structure. Ask it to rewrite a sentence 10 different ways. Sometimes your brain turns to mush at 3pm — it happens! You won’t use any of its exact suggestions, but it’ll trigger your own thinking and help you land the sentence yourself.
Darren Jamieson:
Just don’t replace your writing with it.
Will Slater:
Exactly. And ideally, learn the craft first. If you understand how to write, you’ll spot what AI gets wrong.
[49:00]
Darren Jamieson:
I first came across you at Brighton SEO — I caught your talk on stage. And I absolutely loved the way you tied everything back to The Princess Bride. It was clever, funny, engaging.
What was it like, delivering a talk like that to a room full of techies and marketing nerds?
Will Slater:
I loved it. Absolutely loved it.
The tricky part was figuring out what level to pitch it at. Brighton SEO attracts a lot of people from the technical side — SEO experts, developers, data specialists — and then you’ve got the creative crowd too.
I’m not an SEO expert. I’m a writer. So I wanted to make sure the talk was accessible — useful to both newer writers and technical SEOs who might not do much content themselves.
It was only a 20-minute talk, so I couldn’t go too deep. I focused on storytelling — and The Princess Bride was the perfect vehicle.
[50:30]
Will Slater:
I started doing talks last year, actually — at 43 Clicks North, we run quarterly marketing meetups in Hull. I spoke at one and did a similar themed talk, but based on The Gruffalo.
My daughter was five at the time and absolutely obsessed with it — so I thought, why not turn that into a talk? It went down well. Then for Brighton SEO, I wanted something different — and The Princess Bride just felt right.
We’d just rewatched it, actually. My wife loves it. She always says, “It’s our comfort film. I can fall asleep in the middle of it and still wake up quoting along.”
Darren Jamieson:
It’s one of those movies, isn’t it? Timeless.
Will Slater:
Completely. And the more you know about it — the making of it, the book, the cast — the more joy it brings. They had such a great time filming it, and you can feel that when you watch it.
So if my talk helped one person improve their writing — brilliant. But if it got someone to go home and finally watch The Princess Bride? That’s a win too.
[52:00]
Darren Jamieson:
I’ve even seen The Princess Bride used in networking as a pitch format — “Hello, my name is Inigo Montoya. You killed my father. Prepare to die.” It’s perfect: polite greeting, name, pain point, and purpose.
Will Slater:
It’s so good. Honestly, I could talk about The Princess Bride all day.
So if you’re listening to this and haven’t seen it — forget everything else I’ve said. Just go watch The Princess Bride. That’s your homework. You’ll thank us later.
Darren Jamieson:
I didn’t watch it until I was about 25. My mate had raved about it for years. And when I finally sat down to watch it… yeah, he was right. It’s brilliant.
[53:00]
Darren Jamieson:
Sadly, we’re just about out of time. But before we wrap up — if anyone’s listened to this and thought, “I want to learn more about Will, or work with him” — where’s the best place to find you?
Will Slater:
Best place is LinkedIn — I’m under Clean Slate Will, or just search for Will Slater and you’ll find me.
And the agency I work for is 43 Clicks North. We’re a performance agency based in Hull. You can find us on LinkedIn or visit 43clicksnorth.co.uk.
Darren Jamieson:
Brilliant. I’ll drop those links in the podcast description so anyone listening can scroll down and connect with you directly.
Thank you, Will — your talk at Brighton SEO was superb, and this has been just as insightful. Really appreciate you being here.
Will Slater:
Thanks for having me. It’s been an absolute pleasure.
