About Adaramola
I find the insight
underneath the
obvious one.
Four years. 40 projects. Every funnel stage. What I kept discovering was the same thing each time. The real problem was never where everyone was looking for it.
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THE STORY
How four years of real funnel work changed the way I think.
I started in copy the way most people do. Get the brief. Write the copy. Send it over. Repeat. And for a while, that worked well enough. Good feedback. Decent results. Nothing that made me stop and question the whole process.
Then I started noticing something. Brands would bring me in after a campaign failed. I would read their copy and it was not bad. The writing was competent. The offer was clear. The CTA made sense. But the results were flat. And every time I dug deeper, the problem was never in the copy itself.
A landing page converting badly was not a headline problem. It was a traffic-to-page mismatch. The ad promised one thing. The page delivered something slightly different. Buyers arrived already decided and got confused in the handoff. The gap was not on the page. It was between the ad and the page.
An email sequence not converting was not a writing problem. It was a belief sequencing problem. Emails were delivering information in the right order but not shifting the right beliefs at the right moments. The reader never moved from interested to convinced because nobody had mapped what needed to change in their thinking and when.
That shift changed everything about how I work. I stopped being a copywriter who asks what should I write and became a strategist who asks what does this person need to believe before they will act, and what is the fastest honest path to get them there. The FIRE Framework came from that question.
Now every project starts with finding the real problem. Not the one the brief describes. The one underneath it. Because that is where the actual revenue is hiding.
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"The first version of any insight is almost never the real one. The real one is the layer underneath — the part that makes someone stop and think they have never heard it framed that way before."
What I believe
The principles that shape every project.
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Writing without strategy is just fast movement in an unconfirmed direction.
Everyone says strategy first. What they miss is why. It is not because strategy makes the copy better. It is because writing without it feels productive while actively moving you away from results. The brief had gaps. You filled them. Six hours later the client says none of this is right.
Checkout abandonment is not second thoughts. It is a done deal being killed by friction.
By the time someone reaches checkout they have already decided to buy. The brain does not slow down at checkout. It switches modes entirely. From desire to self-protection. And the more committed the buyer, the more sensitive they are to anything that feels off. Friction at checkout is not an annoyance. It is betrayal.
Your conversion rate is decided before anyone lands on your page.
Most brands optimise the landing page. The real lever is the handoff between the ad and the page. If the ad sets one expectation and the page delivers something slightly different, buyers arrive already decided and immediately confused. Message match across the full funnel beats page optimisation every time.
Certainty kills more copy than confusion ever does.
Confusion means you know something is missing. Confusion makes you ask questions. Certainty makes you open the document and start writing. Certainty means you stop looking for the gaps because you already understand. The most expensive copy is the copy written by someone who was certain before they started.
Nobody buys because the features made sense. They buy because the copy shifted how they saw themselves.
Features give people permission to act on a decision they have already made emotionally. The copy that converts is not the one that listed the benefits most clearly. It is the one that made someone feel like their brain was read before a single word was written. That only happens when research comes before writing.
The first version of an insight is almost never the real one.
Features give people permission to act on a decision they have already made emotionally. The copy that converts is not the one that listed the benefits most clearly. It is the one that made someone feel like their brain was read before a single word was written. That only happens when research comes before writing.
HOW I WORK
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What every engagement actually looks like.
I take on a small number of projects at a time. Not because of capacity but because the work I do requires going deep before going fast. Every engagement starts in the same place.
Finding the real problem. Not the one the brief describes. The one underneath it. The gap between where the audience is and where they need to be. Only after that is located does anything get written.
Find the real problem first
Audience psychology, funnel auditing, gap diagnosis. The brief describes symptoms. This stage finds what is actually causing them.
Build the strategy before touching copy
Messaging hierarchy, campaign architecture, the belief shifts that need to happen at each stage. Every touchpoint gets a job before a word is written.
Write every stage as one system
Ads, emails, landing pages, sales pages, scripts. Not individual pieces. One connected system where each stage sets up the next.
Stay in the data after launch
What the numbers reveal after launch tells you more than any research before it. The work does not stop when the copy goes live.
For podcast hosts and event organisers
Want to talk about what actually drives conversions?
Not generic copy tips. The real stuff. Why funnels fail at stages nobody is watching. What checkout abandonment actually is. Where conversion rates are really decided. The psychology underneath the tactics everyone already knows.
If your audience builds, markets, or scales DTC brands or SaaS products, these conversations will change how they think about every stage of their funnel.
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Why your conversion rate is decided before anyone lands on your page
Checkout abandonment is not second thoughts. It is betrayal psychology.
The belief shifts that have to happen before someone will buy
Why certainty kills more funnels than bad copy ever does
How the FIRE Framework diagnoses what is actually broken
What DTC brands and SaaS products consistently get wrong about full-funnel strategy
Who this is for
Built for brands that are scaling,
not starting.
The brands I do my best work with are DTC brands and SaaS products that have real traffic and a funnel that should be performing better than it is. They want someone who thinks through the whole system before touching the keyboard.
If that is where you are, the next step is simple.