Persona Design

To write copy that reads like a natural conversation, you have to stop trying to write exactly how people talk. Real human speech is a mess. It repeats. It stumbles.…

B2B newsletters die because they sound like they were written by a legal department hiding in a bunker. Your readers don’t want a polished press release; they want to know…

Most freelance copywriting pitches end up in the trash because they reek of desperation. Founders and marketing directors at companies like Loom, Vanta, or Ghost open their inboxes to dozens…

You should set your marketing email sender name based on your sales cycle length and product type. Send from the CEO if you sell complex, high-ticket B2B services that require…

To make your newsletter reader the hero, you have to define exactly what they lose if they ignore your emails. Swapping "we" for "you" in your copy does not create…

If your cold email relies on a bulleted list of software integrations, your prospect has already archived it. Decision-makers do not buy APIs, dashboards, or SOC-2 compliant infrastructure. They buy…

I once sat in a boardroom with a SaaS founder who was obsessed with a side-by-side feature checklist. He wanted to show every single way his project management tool was…