What are you selling, really?

“In the factory we make cosmetics, in the store we sell hope.”

This exercise will train you to write BULLETS (the single-most important copywriting skill)

“Sometimes the best copy is no copy.”

Less copy is almost always better than more copy.

Simple yet significant

As a rule of thumb…

A sense of control

People don’t want to feel in control.

Books, blogs, movies, and shows (part 1)

In no particular order…

No, but…

In improv comedy…

The saying is “Yes, and…”

Shock copy

Imagine you’re at a wedding ceremony…

This exercise will train you to write more concisely

Good copy carves a path to an emotion, a feeling.

Creative people: if you value your time, try this proven productivity hack

In 1978, a Japanese graphic…