Helping a crypto education platform connect with dreamers and risk takers without sounding like a scam (quite the challenge, I might add)
01 — Project details
Crypto is a tricky space.
On one hand, everyone has heard the stories of people making insane money with crypto trading. On the other hand, unless you're a crypto bro, nobody really understands how it works, and the fear of getting scammed is a very real thing.
Dextton came to me with a bold offer: helping everyday people create passive income through crypto trading with automated tools and expert mentorship. But their messaging didn’t speak to the right audience, and their funnels felt too technical and too safe.
They needed a story that captured the spirit of their audience - the dreamers, the risk takers - while building enough trust to make it believable.
02 — Creative Process
So I did what I always do: I embedded myself in the culture.
Here's how I approached this project:
Immersive Research — I joined crypto trading groups, hung out in Discords, Reddits, and other forums, and listened to how real people in the space talk about their fears, goals, and frustrations.
Competitor Analysis — I funnel-hacked their competitors to see what was working for them, where they fell short, and where Dextton could stand out.
Messaging Strategy — I worked closely with Dextton's team to pinpoint the audience’s emotional triggers, leaning hard into aspiration and possibility while still addressing skepticism head-on.
Copywriting & Funnel Optimization — I wrote landing pages, sales pages, and other funnel pieces designed to pull visitors through the journey from cautious curiosity to confident action.
03 — The Result
We managed to achieve a 32% improvement in conversion, just in one month after the new copy was released.
Dextton finally had a voice that matched both their audience and their vision.
By centering the messaging around the future these dreamers and risk takers wanted, we moved away from dry explanations and toward a story of possibility and confidence.
The new copy became a cornerstone of their marketing strategy and created alignment across their team, salespeople, and designers. Everyone could rally around a clear message that resonated with the audience they wanted to reach.
04 — Additional Samples From Dextton (Links)
Crypto course sales page:
https://docs.google.com/document/d/1cW-U_tP0InI_5WOS8iYOCC7hkKuqxkHr6GAY8FJQWPo/edit?usp=sharing
Dextton Privilege Club Landing Page:
https://docs.google.com/document/d/17PHNSomI01YQF84UPCO1x5Ef2z2kIIVGGtLs225CtO4/edit?usp=sharing