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Updated: May 25, 2026 at 1:47 PM

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Sketch_Box is a channel for content marketers and copywriters who work for tech companies. Get practical tips to fuel your writing! Sketch_Box is run by @kaiiax co-founder, @kateabrosymova.

@sketch_box is a dedicated channel for sketch_box and marketers with regular updates in Blogging

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Apr 23, 2026, 12:09 PM

It's been a long time since I've posted here. But here is the news I'd like to share with you.

Since September, at Zmist & Copy, we’ve worked with 8 software companies to define their ideal positioning strategy and bring it to life through newly crafted homepages (a few are still in the design phase).

That’s why I was especially excited when Arthur Fedorénko, founder of Wiseboard, invited me to speak about positioning. The timing couldn’t be better.

We'll get together on June 18th at 6:30 (Kyiv time) and talk about how to position a software development company for the AI age. I'll cover:

→ Where the entry barrier for AI is lowest
→ 5 positioning strategies and the trade-offs of each path
→ Examples of companies well-positioned for AI
→ Positioning ideas to inspire your next strategy session
→ A practical framework to define your unique AI value in the market

and so much more.

If you want to register, https://wiseboard.typeform.com/to/MvM3rwXe?utm_source=linkedin&utm_medium=post&utm_campaign=ai-program-promo-webinar&utm_term=kateryna-abrosymova&typeform-source=www.linkedin.com

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Apr 23, 2026, 12:09 PM

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40% of Agentic AI projects will be cancelled by 2027 ( https://www.gartner.com/en/newsroom/press-releases/2025-06-25-gartner-predicts-over-40-percent-of-agentic-ai-projects-will-be-canceled-by-end-of-2027).

That’s not a warning.
It’s a signal → demand is here.

Many software development companies want to position themselves as Agentic AI solution providers.

It makes sense…
But give it 2–3 years.

That positioning will feel generic and commoditized.

In my newsletter this week (inspired by Alex M H Smith newsletter), I will unpack:

– What happens when your positioning is no longer unique - reinvent yourself OR...?
– Why some companies never become commodities
– What keeps a company top of mind

I will also share what we did right at Yalantis, and why other software development companies still try to imitate it seven years later.

Subscribe: https://www.readstoleads.com/newsletter

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Apr 23, 2026, 12:09 PM

Is SEO dead? Not yet, but Google’s losing it

When was the last time you found something worth reading on Google? Something you would save in your bookmarks because you want to come back to it overtime. Something that was so valuable, it acutally openned your eyes on things important for you in work or life?

I don't remember either. The thing is, Google sucks.

Today's Google results are filled with self-promoting links to its own products, ads, and low-quality SEO content.

Any good product starts with a value proposition. Google's value prop used to be awesome. It used to provide the highest quality answers. But it doesn't do so anymore. Giving shit away is not a good value prop.

In an article " https://pluralistic.net/2023/01/21/potemkin-ai/#hey-guys," Cory Doctorow explains how platforms like Tiktok, Facebook, and Google inevitably die.

In SEO circles, you often hear the phrase "SEO is dead." While many attribute this to AI and ChatGPT-like technologies, Google's decline won't stem from that.

It will result from enshittification.

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Apr 23, 2026, 12:09 PM

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How to define an ICP

Started working on a positioning project with a new client at https://www.zmistandcopy.com/.

To separate an ICP from the chaff, you can do this:

1️⃣ Determine the min price point for your product.

2️⃣ Identify the budget range of your most successful customers.

3️⃣ Identify the pains that unite them.

4️⃣ Define your specific value prop that addresses these pains (best if it's differentiated).

5️⃣ Determine the min engagement duration needed to see value from your product.

6️⃣ List the industries that have adopted your service.

7️⃣ Identify any industries that you choose not to target.

8️⃣ Analyze trends and growth opportunities.

9️⃣ Define your target geo.

🔟 Define the key traits of your ideal customers (e.g., communication style, decision-making process). Evaluate how they influence your partnership.

✅ Done. Now you have some clarity about an ICP. Time to describe them! If you want to get the list of questions for an ICP (not that useless template you already have), add a ➕to this post.

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Apr 23, 2026, 12:09 PM

How to make E-E-A-T experience-driven content

Share your lived experience. It doesn't only make your content more interesting and less replicable. It aligns with E-E-A-T.

Meg Prater, the managing editor of the HubSpot Blogs, recently shared a https://blog.hubspot.com/marketing/hubspots-serp-secrets on how HubSpot shifted its approach to content writing. There is a lot to learn from.

In a nutshell, they rewrote the content that had a drop in traffic, leads, and sign-ups after Google's Core Algorithm update in March 2023. But instead of just adding more text and keywords, they added personal anecdotes, subjective opinions, and objective observations.

This approach gave their traffic and conversions a huge boost.

So, what can we learn from this case study? Here are a few takeaways:

✅ Write in the first person. Instead of saying, “Including personal anecdotes makes your content more relatable and engaging” you could write, “When I started sharing personal anecdotes in my posts, I've noticed a noticeable jump in comments from my followers.”

✅ Add original images, screenshots, or videos. For example, if you’re writing a case study, include screenshots of the original content and its performance metrics, “Here’s a screenshot of the traffic drop we experienced before making changes."

✅ Include personal anecdotes. For example, “I remember when I first started my blog. I used to write very formal and impersonal content. It wasn't until I began sharing my experiences like getting up at 4 AM to write and keeping a handwritten journal that I saw a real increase in likes and reposts.”

✅ Share your personal opinion and POV. “In my opinion, focusing solely on data and statistics can sometimes make content feel dead. I believe that blending in personal experiences not only enriches the narrative but also makes it more fun for readers.”

✅ Be honest about what you don’t know. You could say, “I’m not entirely sure how this approach will work for every type of content or industry, but based on the case studies I've seen, it seems to have a positive impact in many cases.”

I actually wrote a lot about experience-driven content in https://www.readstoleads.com/book even though I didn't use that exact word back then. 🤷‍♀️

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Apr 23, 2026, 12:09 PM

How to write case studies

I used this scheme to teach writers to write case studies. Think backwards.

1️⃣ Start with the solution - it's the easiest to figure out.

2️⃣ Then describe the problem that the client wanted to solve - here you need to talk to people, or listen to the recorded first client conversation (if your sales team doesn't record their conversations, tell them they should).

3️⃣ Define the problem's cause and impact. Sometimes these are not obvious, and sometimes you don't know. So think logically.

4️⃣ There is always another possible solution, but it never works. Figure out what it was and why it didn't fit the problem in question.

5️⃣ Go back to the solution to dive into the challenges of implementing it - these are your ups and downs - what makes the story interesting. You'll need your interviewing skills to get that info from software developers.

6️⃣ The approach you used to build the solution is your "secret recipe," something where you stand out. It's your value proposition. Make sure it gets noticed.

7️⃣ Finally, describe the result – the opposite of the problem. What did the client achieve by implementing your solution? What quantifiable results have they experienced? What positive impact on their business has this solution led to?

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Apr 23, 2026, 12:09 PM

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Apr 23, 2026, 12:09 PM

In Influence: The Psychology of Persuasion, Robert B. Cialdini, says that “… automatic, stereotyped behavior is prevalent in much of human action …”

Copywriters have figured out how to use this typical behavior to their advantage. For example, ever heard about how powerful the word "because" can be?

Because it tells us why.

Explaining the 'why' really affects how we make decisions. Without a good reason to do something, we usually don't do anything.

In 1978, Harvard researchers did "The Copy Machine Study." They tested if people in line for a copy machine would let others cut in after a brief statement:

Version 1: "Can I use the Xerox machine for five pages?"

Version 2: "Can I use the Xerox machine for five pages because I'm in a rush?"

Version 3: "Can I use the Xerox machine for five pages because I need to make copies?"

Surprisingly, even a weak reason worked.

Version 1: 60% allowed the cut.

Version 2: 94% allowed the cut.

Version 3: 93% allowed the cut.

This shows that the word "because" is a powerful tool in influencing behavior.

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Apr 23, 2026, 12:09 PM

The Focusing Illusion Effect and what it can do to your conversion rates

The idea of the "focusing illusion" comes from the psychologist and Nobel Prize winner Daniel Kahneman. Basically, people tend to get fixated on one thing in their lives and ignore everything else.

Like, for example, people may fixate on losing weight as the key to improving their self-esteem and life satisfaction and overlook the importance of other factors like mental well-being, social connections, and healthy habits beyond just weight.

How do you use it in copywriting?

Get your prospects focused on one thing. If your landing page is packed with too many selling points, it's a conversion killer. Put all your energy into pushing the most awesome value proposition. Emphasize it so intensely that customers don't even think about the not-so-great stuff, like the lack of functionality compared to your competitors or a higher price.

So how do you win a sales argument? Shift their focus toward the best thing you've got to offer.

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Apr 23, 2026, 12:09 PM

Kaiiax is looking for a writer, part-time, remote.
All the info is here: https://www.work.ua/jobs/4963679/

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