EDITOR’S NOTE: 

“Ever heard of ConversionXL?” he said. 

I squirmed a bit in my chair. It was day 1, hour 1 at my new job. I was a jr copywriter at an agency. My new boss just asked me a question. 

“Uh,” I pursed my lips. “I haven’t, no.”

“Oh,” he said. “Shame on you.” Then he smiled. (But I could tell he meant it.)

“It’s a good copywriting resource,” he said. “One of the best. Check it out this week.”

That’s how I discovered CXL, a website with world-class marketing content around everything from copywriting to conversion-rate optimization to psychology, UX, and digital analytics. 

I’ve been an avid reader and fan ever since, which is why I’m so excited to have the CEO of CXL, Peep Laja, on for a VeryGoodCopy micro-interview.

In only 288 words, Peep shares: 

• Why his last company failed — and what he learned from the experience…

• 3 things you should be doing (if you’re playing to win)… 

• The book every single business owner should read… 

And more…

Thank you, Peep.

Let’s get started:

1) “What’s your work routine?”

I work 8 hrs / day, 7am to 3pm. I lift weights throughout the day, during breaks. 

2) “What do you know about your work now that you wish you’d known when you first started?”

Be ambitious and aggressive. You need to take a decision whether you're playing to participate, or playing to win. If you're truly playing to win, act that way. 

Have a plan. 
Be strategic. 
Avoid sameness. 

3) “What did your biggest professional failure teach you?”

My last company, a SaaS startup, failed (in 2011). After 2 years of putting my heart and soul in it, I had to let it go. 

When doing a retrospective, I identified the following key reasons for it: no audience; no name recognition; no money to buy either.

My team ran out of patience, and frankly I ran out of ideas how to turn it around. So we killed it. 

I told myself that next time around, I'll build an audience first. Then figure out what they wanna buy, and sell it to them.

A couple of weeks later I started this personal blog that I called ConversionXL. 9 years later it's not just me blogging, but 40+ people around the globe. 

Audience-first approach works. 

4) “What’s the #1 thing that has helped you shorten your craft’s learning curve?”

Learn from the best in the business. Don't reinvent the wheel. Do what they tell you as your first prototype.

5) “What book has helped you the most over your career?”

In different times it's been a different book. 

Currently I would recommend every business owner read Road Less Stupid by Keith Cunningham. (The audiobook is great, too).

6) “And your parting piece of advice?”

Speed of implementation is everything. 80/20 that shit.