I saw a disturbing video yesterday. Disturbing because I cannot imagine doing something like that. For so long…. The video was about this guy who’s… Read More »Dungeons and dragons nerd teaches us how to change reality

No shame here, but I listen to a lot of American country music. There’s something in the melodies, the voices and the carefree attitude that… Read More »Country music songwriters could be great copywriters

Sometimes it’s loud. Other times it just whispers. But this voice never fails to get the message across. I’m not sure if it’s because I’m… Read More »There’s a voice in my head

Yesterday I watched the movie Hustle with Adam Sandler. It’s about this NBA scout who discovers a talented Spanish guy and tries to get him… Read More »Why I did 15,000 pushups in 30 days

It starts with a woman, laying on a conference room table. Looks like she’s sleeping? Or she’s just unconscious. Then a voice coming out of… Read More »The best TV pilot ever and what it taught me about copy

I just finished presenting some wireframes to my client’s team. I always celebrate when it goes well, and it was one of those times. The… Read More »Logical vs emotional decision making… is it either or?

At least 50 headlines (not counting the ones I deleted) – for one section. 3,4 hours of work, with the thinking behind them. That’s what… Read More »Digging for headlines and the power of stepping away

It was a cloudy Sunday. As usual, even though my list of books is always overflowing, I felt like I needed another one. There’s this… Read More »Self-help guru teaches persuasion

If you’ve been reading this for a while you know I rant on about doing your research before writing a single word of copy. And… Read More »What if “they’ve already done the research”?

Yesterday I spent 2 hours on a value proposition headline. No joke. And it was some of the highest ROI time ever spent. Why did… Read More »How should you start your homepage copy?