For months my clients, colleagues, and subscribers have been asking me: What are your thoughts on AI? And for months I’ve avoided answering the question because the honest truth is… I was scared. I was afraid that my job – the one I’ve put 10+ years of time, energy, and passion into – would disappear.

To write effective copy, you need research. But how much research should you do? Is there such a thing as “too much research”? Are there clear signs that you’ve done enough research? How do you know when to stop researching and to start writing? If you’ve ever asked questions like these, you’re not alone. Research

When I need customer insights, I typically turn to customer interviews or customer surveys. But how do you know which to use – and when? Is one better than the other? I was recently asked this question by one of my LinkedIn connections and it inspired me to share my thoughts on the topic. Below

When done right, customer interviews can be incredibly valuable. They give you the opportunity to speak with customers in a direct, 1-on-1 setting that's intimate and interactive -- and it's the best way to collect all kinds of juicy, specific insights. As a website conversion copywriter, I use a variety of customer research methodologies --

In 2022 I helped Few&Far – a UK-based recruitment agency that specializes in growing product teams – revamp their website. The project was a joy to work on (that happens when you have awesome clients – shoutout to Marta Zemljić!) and a success in terms of the final result. Today, I’d love to share with

When I was in college, I interned for ESPNU, the college branch of sports conglomerate ESPN. As a campus correspondent, my job was to attend events – with a camera crew – and interview attendees, which usually included students, athletes, and in some cases, celebrities. One such case was the time I “worked” the premiere

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