Diamonds, Drains, and the Danger of Over-Education
Business owners know too much. And "educating the customer" is one of their worst mistakes.
What is Dr. Pepper Doing Wrong
It is now number 2 in the cola space but you wouldn't know it from the museum.
Darling, you do have style
I love writing distinctive copy for all my clients. But this one is interesting. Nobody suspects I'm that voice.
Man vs. Machine: Should AI Write Your Ads?
It is by definition derivative. What are other people saying? It'll say that too.
Why 1950s Advertising is STILL Relevant Today
Ogilvy almost left Rolls-Royce defeated, but 1 comment changed everything.
How Adidas Fumbled the Message With “You Got This”
It starts brilliantly. But by the end it's a participation ribbon.
Lord Byron Killed by SEO Writing
Confused companies spend thousands on SEO writers of ill repute who produce little benefit.
The REAL Reason Jaguar’s Rebrand Doesn’t Work
In 2022 they sold 61,661 cars. 2 years later it's 33,320. Just shy of a 50% decline. How? Why?
Are You a Real Man?
At first, I thought it was a hoax. But there's a method to this brand's positioning worth serious scrutiny.
Be Wild
Don’t fall into the trap of using safe, tame, lame ads. It feels tried and true, but it's a road to nowhere.
The Hallmarks of Good Web Copy
The most effective writing for websites is like feeding your dog the pill inside the cheese.
Ernest Hemingway Killed by SEO Writing
Businesses that employ typical SEO writing repel customers and sound like they suck.
Flying Money Out the Window
Are you getting what you paid for? There's science behind a mesmerizing message and artwork.
Shared Suffering: The Missing Ingredient in Customer Loyalty
How do we share suffering? That’s easy: Identify your common enemies.
Why this Nike Ad was actually a FAILURE
It was brilliantly written and exquisitely produced. But they forgot who usually buys Nike.