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.