My dentist really wants to sell me a mouthguard.  Every time I go in for a checkup the conversation goes like this: Dentist: “You’re grinding your teeth. You need a mouthguard.” Me: “I don’t want a mouthguard because I’ll never use it.”  Dentist: “So let’s go over the payment plan for the mouthguard… When would

So much of copywriting is focused on persuasion and influence. But something far more important is simply understanding the person you’re communicating with. When you adopt a mindset of genuine curiosity about people, you not only learn key insights that can help you become a better writer, but a better friend, too. When someone is

We recently hosted a dinner party for some friends. During the party we swapped homeowner horror stories, from finding snakes in the basement to a roof fire that cost $100k to repair (and resulted in a lifetime ban on homeowners insurance – yikes!). 🐍🔥 One of the stories was about a bat in the attic

One of the questions I get asked the most is: How do I choose THE RIGHT copy? The right copy for my… Headline Hero Homepage Audience Offer Packaging …And so on. People are obsessed with the idea that there is this one, perfect way to describe their product and if they could just figure out

Guest interview alert! This article features an interview with fellow copywriter, Will Lyth. A few years ago my business started blowing up. I had too many leads, but too few copywriters I could refer them to. The reason? Good copywriters are hard to find.  And great copywriters (meaning those who are not only great writers,

When it comes to tone of voice, most people – myself included – tend to focus on mechanics like: Word choice Language devices Syntax Punctuation Formatting And so on. But there’s another key component of tone of voice that’s rarely discussed, but is just as important: YOU! Yes, you. Inherently, tone of voice is –

As we all know, writing headlines is crucial to engaging visitors and motivating them to take a desirable action. But writing clear and persuasive headlines isn’t always easy (though I do have a simple, 3-step process for writing effective headlines if you’d like to check it out). In fact, some of the best products in

Everyone knows the importance of headlines. They’re the first thing visitors read and in 90% of cases, they’re the ONLY thing visitors read. They need to do a lot – including communicating what the product is, who it’s for, why it’s different, what it can help people do, and so on. They act as the

Contrary to popular belief, making your website more effective doesn’t have to mean tearing it down and starting from scratch. Depending on the state of the site, sometimes you can get great results – like increasing lead generation and making more sales – by simply tweaking the copy and design. Tweaks can include things like:

Building an effective website is like building a house. You need bricks, cement, a blueprint for building, and a process for putting everything together. But where do you get the bricks and cement? How do you create a “blueprint” for a website? And what process should you follow to bring it all to life? Like