Persuasive Writing Archives

What’s Baked into Your Brand? Is it FAB?

Baking benefits into your brand mix makes it magical. It’s actually almost alchemical. You put sticky spoonfuls of dough in the oven and you get warm, gooey cookies. Except … it’s not really magic, it’s science. Similarly, by baking benefits into your brand … it will...

If You Build Your Brand, Will They Come? Ask AIDA…

Content + Strategy, Copywriting

Sometimes you can get a little too much sun, basking in the glory of building your brand. So much so, that you start hearing voices telling you “If you build it, they will come.” That line may have worked for Kevin Costner’s character in Field of Dreams, but...

The 5-minute Minimum Viable Story

Content + Strategy

It’s easy to overcomplicate storytelling. And that’s a shame because writing a story should be simple. We’ve all done it since childhood. Everyone can write a story in five minutes. Yes, honestly it’s more than possible. It’s a certainty. I know you’re...

What’s Your Point of View [POV]?

Messaging + Voice

It’s often said that politics, religion and sex are the three things you should never bring up in conversation. Don’t worry. Seeing we’re meant to be having a conversation here, I’m not going to do that. But I will ask you if you have a point of view. What do I mean?...

The Minimalist Guide to Sentences: 20 words or less

Copywriting

Let’s call out the purple elephant in the room with you. Have courage, go on. You know – the one that’s taking up all that room, over there, on your page. It’s called long sentences. It happens. We all have occasion to feed the elephant at times. For instance…...