The other day I wanted to watch “Guardians of the galaxy 3”. So as usual, I headed for the trailer and it looked good. Then… Read More »BIG ANNOUNCEMENT (and my problem with the Marvel universe)

Yesterday we talked about research and immersing ourselves in the market, product and audience. There’s another powerful advantage to doing your research well… It gives… Read More »Here’s when your copy doesn’t matter… and what you should look at instead

Hey there! I just got back from New York where I spent a week exploring, walking 30 km per day, eating delicious (and abundant) food… Read More »The best way to travel (and learn about your audience)

Are you an introvert? If you’re into copywriting the chances are high. Well, I had proof. Last Friday I met up with 20 copy folks… Read More »I met up with Joanna Wiebe and other pro copywriters, here’s one thing I learned about networking

A tattoo artist I follow on Instagram, just shared a very insightful post. It’s all about aftercare. Call it whatever you want when it comes… Read More »Want more clients? Stop doing this.

If you’re in marketing, sales or copywriting, you’re a researcher too. And running interviews is the 80/20 of it. With 5 to 7 good interviews,… Read More »How to interview like Tim Ferriss

I’m a sucker for fantasy movies and books. It might be all the stories of power, seduction, persuasion, strategy… Anyway, the other day I was… Read More »Does truth matter?

There’s one thing that all master persuaders know… It’s not how to use words… It’s not how to hypnotize people… It’s not even how to… Read More »Value proposition: How to know what to say

Everybody talks about positioning. Especially in SaaS. But it can sound so ephemeral that nobody ends up doing much with it. If you’re not familiar… Read More »How to turn positioning strategy into copy

How many times when writing copy do you think “Well, now that I said XYZ, they will understand why they need to buy”? After all… Read More »Make ’em believe