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

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

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

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

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

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,

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