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

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

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

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

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

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

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

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