How to Write a Case Study Your Customers Will Love

How to Write a Case Study Your Customers Will Love

I don’t know why more companies don’t leverage case studies. They’re fantastic social proof, they give your customers a chance to be heard, and they’re fairly easy to write. It’s also a really natural next step when projects come to a close, giving you a chance to end on a high note (or better yet, use as a stepping stone to the next project). Let me walk you through the process…

SaaStr Annual, A New Baby, And What To Do At a Conference When You’re Alone

SaaStr Annual, A New Baby, And What To Do At a Conference When You’re Alone

“Book it,” my wife urged. “I’ll be fine. The baby will be 10 days old by then and my mom will be here.”

Our other two kids came early, so we figured this one would too. Ten days was our best guess. So, I bought the SaaStr Annual ticket, booked the flights, and found a hotel nearby. What could go wrong?

The Difference Between “Getting It Done” and Getting It Right.

The Difference Between “Getting It Done” and Getting It Right.

I see this too often…

Companies shooting themselves in the foot because they’ve got checkbox syndrome, a deadly marketing disease where companies just check marketing items off a to-do list instead of taking the time to do them right. Then they wonder why it’s not working...

Why I Decided to Productize My Services

Why I Decided to Productize My Services

A productized service focuses on “done for you” packages with a defined scope and price, rather than highly-customized, time consuming, personalized projects for every client. Think of a can of soup. Or shoes. But in this case, copywriting and content strategy.

The Problem With Empathy in Copywriting

The Problem With Empathy in Copywriting

It’s a common maxim among copywriters: “empathize with your readers.”

“Write something that resonates with their pain,” we’re told in blog posts and ebooks. “Walk a mile in their shoes.”

Sounds easy.

There’s even a formula: Close your eyes, imagine the readers’ problems and then – simply – talk about how you solve those problems.

But it’s not that easy.