copywriting
After, Not Once
When I was a technical writer, one of the first things I learned was the difference between “once” and “after.” We were just creating manuals and procedures, but this one rule was profound and extended way beyond our day-to-day writing. The rule was: never use “once.” “Once” is an imprecise
How does it make you feel?
Carlo from The DO Lecture series [https://thedolectures.com]: > “It’s not how it looks, it’s how it makes you feel.” Even though he’s talking about work spaces here, I think this is a sentence we could use to describe anything we create and market — or just anything
You Need 2 Things
Whenever I write copy for a marketing campaign or new product, I ask for two things: 1. Who is the audience? 2. What is the goal of this piece? It’s rare to get a straight answer for both — even from billion-dollar companies (especially from billion-dollar companies). Both are required
9 Lessons on Landing Pages
I just spent 3 months in meetings and writing sessions helping to create a landing page and content strategy for a new product that I can’t tell you about — you’re not in the product’s audience anyway, so it doesn’t matter. What I can tell you, now