“Attention spans are getting shorter.” What a load of old tripe. If we had such short attention spans, we wouldn’t have sat through Avengers: Endgame (clocking in at 3 hours long). Droves of us wouldn’t have read The Da Vinci Code (almost 600 pages).

“You can always edit a bad page. You can't edit a blank page.” – Jodi Picoult

We’re constantly telling stories about the things we buy. Marketing is, at its core, all about influencing those stories. And to influence that story, you need to understand it. Thankfully, every story follows the same shape: the Soul in a Hole.

Thinking of converting an old lighthouse into a brunch spot. Gonna call it…

I tried to make the smallest portfolio I could. How did I do?

Mistyped it as "Wild Book Day" and I feel there's something there in wild, untamed books. (What would top a list of wild books? I'm not sure, but House of Leaves has got to be a contender, right? That book is bananas.)

Here’s the most important thing to remember while writing a case study: You are the sidekick. The customer is the hero in this story.

I don’t want to go viral. I don’t want to be a guru. I don’t want to start an agency. I don’t want to outsource it all to genAI. I want to write. I want to do the work. I want to make clients feel they made the right choice by working with me. And then I want to log off and play with my kids.

“We’re thrilled to announce…” And we’re primed to ignore.

When lawyers watch a courtroom drama, they know whether the writers did the research or not. It's the same whoever you're writing for. They know what they’re talking about. And they know when you don’t. Because writing is thinking. And if you don't do the thinking, your audience can tell.

Writing is problem solving. Solving problems for clients by identifying which words are needed where and when. Solving problems for customers by telling them about my clients. And getting paid for that solves problems for my family when the kids keep growing out of their damn clothes 😄

Like all great children’s books, The Book With No Pictures has a kernel of wisdom deep in its wacky heart. “Here is how books work: everything the words say, the person reading the book has to say.” While your prospect is reading, your hand is on the tiller of their thoughts.

“In situations of uncertainty people assume the lowest-priced option is likely to be poor quality and that picking it might make them look a bit mean, whereas the highest-priced option is likely to be overpriced and they might look like a show-off.” Richard Shotton, The Illusion of Choice

I took over a decade of experience writing case studies and put it on my website. No need to sign up to a newsletter. No paywall. No inside leg measurement needed. Gatekeeping is so 2020. What's the biggest challenge you face when it comes to case studies? yourcopyrighter.com/how-to-get-y...

“AI is coming for you!”

It doesn’t much matter what you read. All that matters is how you read it. Whether it’s Wuthering Heights or an advert for tights, examine the writing and figure out how the writer did it. Then, as long as you’re reading things that move you, you can learn how to write your copy righter.

Don’t be afraid.

Is this really “a fraction of the price”? While technically correct, that phrase feels like it should be reserved for much heftier discounts.

Ah, Black Friday. The time of year when you find out just how many businesses have your email address.

Me when I need a break: Just going to send some texts, emails, post a few things on social media. Me when anyone replies: Shush, I’m trying to work.

When Baz Richardson speaks, it’s always worth a listen. His talk about commercial creative is a must watch for any marketer!

I’ll never top this business description. I was interviewing a drone operator for a client’s case study. I asked him about his business. And he dropped this gem on me: “My business is a bit of mullet.” Yep. Serious at the front, fun at the back. Perfection. Can you beat that?

somethng mssng from your copy? Perhaps it’s the generation effect. No. It’s got nothing to do with a Brucie Bonus. Although it would nice to see one, to see one…. Anyway, people have an easier time remembering information if they have to put a little work into absorbing it. 1/2