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Value is your secret weapon
People are tired of being sold to. They scroll past ads without a second thought, delete marketing emails without opening them, and have developed an almost supernatural ability to spot manipulative tactics from a mile away. Yet some brands consistently break through...
The copywriter’s guide to getting gloriously lost
A stolen passport and all my money taken at midnight at Paris’s Gare du Nord railway station. A kindly stranger, French police, a gorgeous blonde diplomat (think of him as a Hemsworth look-a-like) in an open-top Mercedes driving me down the Champs-Élysées the next...
AI’s future in copywriting
Every business leader is asking the same question: Will AI replace our copywriters? The answer might surprise you.While 77% of companies are either using or exploring AI, the real story isn’t about replacement; it’s about evolution. The businesses that understand this...
The human cost of corporate speak
Business documents have a jargon problem. Pick up any proposal, engagement letter, or employee handbook and you’ll find them stuffed with “optimising operational efficiencies,” “implementing best-practice frameworks,” and “delivering strategic outcomes through...
Why most AI content fails (and how to make yours succeed)
MIT’s latest research delivers a harsh reality check: 95% of enterprise AI initiatives show zero measurable return. Despite $30-40 billion in investment, most AI pilots crash and burn before reaching production.The numbers are stark, but the reasons behind the...
Marketing disasters both real and imagined
Marketing failure stories spread faster than wildfire. We’ve all heard them: Pepsi accidentally promising to resurrect the dead in China, Chevrolet Nova flopping because “no va” means “doesn’t go” in Spanish, KFC telling customers to “eat your fingers off.”These tales...
How mixed messaging kills your business
Your business does not exist without your audience. It’s simple supply and demand—no audience means no one to buy your product or service, which means you just have one giant pile of shit no one wants, and probably, a whole lot of debt. And yet, I see businesses all...
Your database is worth more than all your social media combined
You’ve spent years building your social media following. Thousands of followers, likes, comments, and shares. It feels like you’ve built something valuable, something that belongs to you. I’m sorry to be the one to tell you, but you haven’t – you’ve been building...
Copywriting lessons from dating apps (yes, really)
Your dating profile and your sales copy have more in common than you think. Both have about three seconds to grab attention, create desire, and get someone to take action. The difference is that one gets you a date, the other gets you a customer.After studying...
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