Category: Jerome Clavel

5 Secrets to Sound Human in your Ad Copy

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The best ads don’t sound like ads, but persuasive conversations. Use these tips from Jerome Clavel to create ad copy that is personal, human, and ultimately, drives your audience to trust and buy your product.

Know your customer persona

The biggest mistake that copywriters make is that they sell to a “general population” instead of a living, breathing person. That’s why the ads sound so abstract and unemotional.

Put yourself in your reader’s shoes by using customer or buyer personas. These are archetypes that represent a target segments’ key traits, including: needs and motivations, pain points and the situations in which these emerge, values and influencers, and even what kinds of media they consume.

A customer persona helps you create ad copy that addresses their needs and identifies benefits that are important to them. It also helps you plan specific campaigns for different kinds of users—so down the road, you know which of your segments are more responsive to your ads.

Avoid jargon

Your ad copy shouldn’t be a grocery list of features and technical specs. People are going to look at the words and say, “So what? I don’t know what that means, or what it can do for me.”

Instead, use layman’s terms. Show how the features can solve a problem and anticipate the questions that people may have. The Content Marketing Institute recommends focusing on the “ad’s intended effect” and work backwards: what is the one message or action that you want them to remember? What do you need to say to achieve that?

Use emotional triggers

The best ad copy creates an emotional response. It gets people to click on your ad, read it, and even share it—which is why most viral campaigns use emotional triggers to play the readers like a violin.

Hubspot, drawing on studies published in the Institute of Neuroscience and Psychology, says that all human emotions can be categorized into four: happy, sad, surprised/afraid, and disgusted/angry. The most shared ads tend to have happy or positive content (i.e, “the warm fuzzy feels”). But ad copy that taps on user’s fears or anger tend to drive people action, such as: “bad breath makes you unpopular” or “vitamins that help prevent heart attack”.

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Talk like your audience

The most authentic, human-sounding ad copy can actually be found in real user reviews. That’s because these are the actual experiences and words that your potential customers use—and the more likes a review gets, the more it resonates with others.

So spend some time looking at user forums and ecommerce sites. You’ll know what people like, hate, and what words (and emojis) to describe the product.

Be clear, not clever

A common mistake of amateur copywriters is that they try too hard to sound unique, fresh, funny, smart….but completely miss the point of the ad.

The most important quality of ad copy is that it’s clear. Pick one very concrete benefit and explain it in short, simple words.

One trick is to ask yourself, “How would I explain this product to my deaf grandmother?” Or, “If I had five seconds to convince someone in a store, what words would I use?” Your ad copy may not be witty, but it will sell the product—and that’s what really matters.

3 Advanced Running Drills to Improve Your Performance

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If you want to keep improving as a runner you’ve got to switch up your training from time to time. Jerome Clavel says that if you’ve hit a plateau when it comes to endurance or speed, take time to work through these three easy drills and see how they help on the next big run.

Dynamic running drills help reinforce healthy movements and train your muscles to perform at optimal output. Over time, these three exercises will teach you better coordination, greater agility, and improved balance. Be sure to perform these drills before a run as part of your warm-up routine.

If you are ready to get started, let’s dive in!

Butt Kick Drills

Butt kicks help stretch your quadriceps and hip flexors while optimizing your hamstrings. Over time, they’ll help strengthen your glutes and improve how high you lift your legs while running. To perform a butt kick:

  1. Stand up straight with your feet slightly wider than your hips and face forward.
  2. Lift one foot off the floor and raise it to your glutes while raising the opposite hand as if running.
  3. Lower down and then repeat on the other side.

Start slowly and then build to a full run to increase your cardio performance.

A-Skip Drills

A-skip drills help teach proper foot placement and warm up your knees before a big run. Over time, A-skip drills will help you develop better posture and arm-to-leg coordination. Here’s how you can perform an A-skip drill:

  1. Stand up straight with your feet slightly wider than your hips and face forward.
  2. Lift one knee to hip height while simultaneously skipping on the ball of your opposite foot. This should propel you slightly forward.
  3. Lift the opposite arm as you skip forward as if running.
  4. Lower down and then repeat on the other side, making sure to skip forward with each alternating movement.

It can take practice to get this motion down perfectly. We recommend checking out this video for a clear demonstration.

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Fast Feet Drills

Practicing fast feet drills helps boost your cadence while also strengthening your coordination. Over time, you’ll develop better foot placement and stronger calves. Perform a fast feet drill by following these steps:

  1. Stand up straight with your feet slightly wider than your hips and face forward.
  2. Lift one foot roughly 6 inches off the ground while simultaneously raising your opposite arm as if running.
  3. Quickly alternate between sides, simulating a fast run.
  4. Remain in place while speedily jogging.

Continue this exercise for at least one minute to maximize its benefits. You should feel the burn in your calves and be careful to not hurt your ankles.


Running drills can look silly, especially if you run in public but don’t let your pride get in the way of your training. Take time to properly warm up with these three advanced running drills and you’ll soon see the difference. You’ll soon run stronger, faster, and longer than before. Be sure to follow the steps closely to prevent injury and always stretch after a long run.

How to Improve Jogging Pace

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Whether you are looking to place in a marathon or brush up your weekly jog time, improving pace is one of the most critical tenants of running. Those who are just starting an exercise routine are often drawn to running as it is widely regarded as an inexpensive and straightforward sport. While running can be quite affordable, any experienced runner will tell you there is a great degree of form, training, and tech involved in high-level running. Jerome Clavel has spent many years researching pace theory and running best practices as a fitness enthusiast and lifelong runner. Today, Jerome hopes to share some of the most effective ways of improving pace and reaching athletic goals with readers and jogging newcomers.

Start Incorporating Tempo Runs

To improve pace, runners must first understand the concept of the anaerobic threshold. The anaerobic threshold is widely defined as the greatest degree of exercise intensity that the body can sustain for a prolonged amount of time before lactate builds up in the bloodstream. Often times, when an athlete overexerts, lactic acid can build up in the bloodstream resulting in discomfort and sore muscles. To comfortably increase pace for long periods, runners must train with the anaerobic threshold in mind.

Within running circles, tempo runs are often used to develop an anaerobic threshold and help the body switch from aerobic to anaerobic metabolism more efficiently. A tempo run will often entail running for 5-10 minutes at a leisurely pace followed by 15-20 minutes of running at 10 seconds slower than a pace that can be sustained for 6 miles, then finishing with a 5-10 minute cooldown. Jerome encourages runners to incorporate tempo runs into their jogging schedule once per week to see improved tempo results.

Practice Speed Work

Unsurprisingly, you are not going to improve your pace if you only go on long endurance runs. To increase speed, runners must first practice speed interval runs, improve their pace, and later incorporate endurance workouts to sustain it. When practicing speed work, runners should first attempt:

–        Running 400-meter repeats at the track

–        Warming up with an easy 400-meter job

–        Alternating between a fast 400-meter lap and a slow recovery lap

–        Start with 2-3x 400 meter repeats and slowly work your way up to 5-6 laps

Workouts That Will Help Your Rowing Performance in the Water

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The Olympics show us all how sports can unite people across different languages, countries, religions, and more. The competition brings out the best in people as the only thing that really matters is who can deliver the top performance. What usually happens after the Olympics is people get inspired to try their hand at some of the games they watched over the span of the competition. Rowing was amongst the most popular events this year. Jerome Clavel understands how exhausting, yet rewarding, rowing can be. If you are considering trying your hand at rowing, take advantage of these exercises in the gym that will make life much easier on the water.

A lot of rowing functionality is about rhythm. Knowing when to row and keeping a beat is imperative to faster times. Finding this rhythm can be accomplished through modern rowing machines. Jerome also points out that these machines provide an intense cardiovascular workout. Keeping control of your breath is imperative when rowing. Nothing perfectly simulates the work that is done on the water, but the rowing machine comes the closest.

A lot of the power associated with rowing comes from the legs. This may seem counterintuitive, but the swing is how a person rowing is able to get the oars in the water in the smoothest possible way. Deadlifting helps mimic this motion and builds stronger legs, core, and lower back. Deadlifts are an exercise that can be dangerous when done improperly. Be sure to watch instructional videos and keep perfect form. If you feel uneasy about the deadlift, keep the weight low until you feel comfortable.

Upright rows can be a tremendous exercise for the upper back. All you need is a pair of dumbells and good form. While leaning forward slightly and keeping the back flat with a dumbbell in each arm, you can either row one back at a time or both. This repetition will engage the lat muscles that are key to faster rowing times.

One of the best exercises a person can do is a pull-up. However, it’s also not an easy thing to start. When you focus on your back, you want to start with a wide grip and jump up with your legs crossed behind you in a kneeling position. You then use your back muscles to slowly lift yourself up over the bar. This is easier said than done and can feel rather foreign at first. That’s okay. There are many assisted pull-up machines out there that allow you to work on your form and change the resistance as you grow more and more comfortable. Before long you may find that not only do you not require assistance, but you can even start to strap weight to your body to increase the resistance. Take it one step at a time and enjoy the best version of you!

How to Get Started with Calligraphy

Jerome Clavel

If you’ve ever thought about trying out the art of calligraphy, now is a perfect time. Jerome Clavel uses calligraphy to escape the stresses of work and practice what was once a lost art. So, whether you want to improve your handwriting or are keen on crafting beautiful invitations and announcements, his tips will help you get started.

Getting the Right Materials

The right pens will have different writing characteristics, so it’s best to learn what works for you and your writing style before you start writing. To help you learn:

  1. Try a set of inexpensive professional calligraphy pens and practice with one pen at a time.
  2. Use only one pen for each letter you want to write, as they offer different characteristics.
  3.  Experiment with various tips and different styles until you find something that works for you.

Practice Makes Perfect

Despite his years of practicing, Jerome Clavel says you never reach the max of practicing calligraphy, no matter how talented you are. You’re going to need to spend some time practicing perfecting the art, which means you’re going to need a good set of practice materials. These are typically used to correct your mistakes and prevent bad habits from developing. You can find all sorts of calligraphy sets for less than $10, and some even offer premium extras like tip sheets and helpful learning guides.


As it’s the first step in learning how to write calligraphy, you must understand it correctly. Start with a single piece of paper, a quote, or your signature. Make sure it’s large enough that you can trace it on a piece of white paper. Tracing is a slow process; you should try to replicate the lettering as closely as possible. Take note of any inconsistencies. It’s okay to change up your details, such as changes in size or placement of letters, so long as they’re minimal. Once you feel comfortable with tracing, you can move onto the next step.

Letter Size

Most calligraphers work with a 5.5 x 8.5 font size (an A4 sheet of paper, to be exact). There’s no secret to mastering this font size, but there are a few things you need to know to get the most out of the exercise. First, practice holding a pencil correctly so that the tip doesn’t leave your hand. Next, draw random letters of the alphabet a few times. Finally, figure out the optimal angle for each stroke to ensure it lines up perfectly with the other parts of the alphabet.


Although the activity can be tedious, Jerome Clavel ensures calligraphy is a great way to relax and unwind from the stresses of life. Outside of holistic benefits, practicing the art of handwriting can help improve your concentration, ability to acquire information, and vocabulary. Thus, calligraphy will prove to be an overall benefit to any person’s life. 

4 Cooking Tips to Save You Time From Jerome Clavel

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As an industry leader in medical technology marketing, Jerome Clavel has a very busy schedule. Whether you are a parent or an executive with a varying schedule, we all want more time to do things for ourselves. But how do you find the time when you are too busy? This article will help you use your time more efficiently to cook delicious meals for your family and friends while still having time to enjoy them.

Cook Once, Eat Twice

By “cook once, eat twice,” it means when you make something that takes time, you should make a larger amount to make it go farther. The basic idea is to cook in bulk. If you are only afforded a few times in the week to prepare a meal, it saves a lot of time by either warming up leftovers or throwing together the already prepped ingredients.

Plan Ahead

One of the most common ways to waste time is to try to rush through a task. For example, you will typically start a recipe with the best intentions of making a good meal but find yourself struggling to make it come out as good as you wanted it to. The problem is you did not make time for planning. Instead, try planning out your meals as much as possible. This can be a challenge at first, but it is worth the extra effort. It allows you to make healthier meals by making the choices ahead of time, and you do not feel rushed when you are cooking because you know you have all the time you need.

Prep Ingredients Throughout the Day

This means making a salad in the morning, cutting up vegetables for tacos at night, or washing herbs before you head out. By doing this, you eliminate waste and have the ingredients to make your meal.

Clean As You Go

As you cook, wipe down surfaces and surfaces that are easy to clean as you go. For example, keep your counters free of clutter or ingredients that could get messy if they get wet, and leave countertops clear of greasy food debris or oil stains that can adhere to the tops of glassware. After cooking, wipe down the stovetop with a clean cloth or a paper towel. With this technique, you will always keep your stovetop clean and save yourself the headache of going back to clean after your meal.


Eating well at home is a great way to provide nutritious meals for you or your family. By following these simple tips, you will save time in the kitchen and have more time to dedicate to other hobbies you enjoy.