Please Stop Exaggerating In Your Copy

Unless you’re the Karate Kid, it’s pretty unlikely that you’re actually the best around. The chances, in fact, are infinitesimally small. So why does your website say that you are? Or your brochure, or your radio ad? Too many companies claim to be “the best” or overstate their abilities to what is a comical point, losing any credibility they might … Read More

What Copywriting Isn’t

Sometimes I think I do a pretty good job at educating my clients about exactly what they get when they hire me. Like many of you, I do branding, I do marketing, I do words — but there are a lot of things I don’t do. For all the things that copywriting is, there are a lot of things that … Read More