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.

How to Sell Like a Human Being (Without Being Pushy)

How to Sell Like a Human Being (Without Being Pushy)

If you’ve done the hard work of getting a client to talk to you and trust you, you’ve already done the heavy lifting. You made the call. You sent the email. You got the meeting.

So why do we make closing the sale so complicated? And why do we expect it to be a terrible experience?