You’ve probably heard copywriters say that you should “write the same way you speak” or sing the praises of conversational writing. It’s true, that’s what… Read More »The one mental shift you need to write copy that sells

Yesterday we talked about how you should solve any of the “jobs” your product does for your customers. Not only for what you think your… Read More »My top 4 questions for navigating the mind of customers

Ever heard about a tech company that designs underwear? Well, head over to Whoop’s website and check out their Whoop Body clothing line. It’s a… Read More »If you’re thinking outside the box, you’re limiting yourself

I like to listen to polymaths speak and get into the weeds of their complex minds. Sometimes I get lost, have to confess, but when… Read More »A polymath’s advice on persuasion

Ever spent hours planning, writing, or designing a couple of variant landing pages to AB test? Your hypotheses might not be as refined as you… Read More »Wasting money on AB testing? Do this instead.

We’ve all been taught the grammar, the rules, the dogmas. But let’s be honest, do we remember them? Do we even apply them? Try and… Read More »How to think about writing if you want to sell

Time and energy. As business owners and entrepreneurial folks, we need to learn how to manage both efficiently. No way around it. If you’re anything… Read More »Are you managing your calendar or is it the other way around?

About to head to the airport in Dublin to head back to the UK. It’s been a great couple of days here at SaaStock 2022,… Read More »SaaStock 2022 Day 2 diary: reading people’s minds and hacking the recession

Writing in from Dublin. Day 2 of the trip just started and I’m looking at my notes from yesterday. For those of you not in… Read More »SaaStock 2022 Day 1 diary: positioning on steroids

It’s a very frequent question I get from potential clients, and it’s one that separates the pros from the amateurs. When you can answer it… Read More »What’s your process?