A collection of essays where the marketing is ethical, the business is balanced, the words are well-crafted and brand identity is king.

Your Brand Positioning Statement Needs to Pull Its Weight

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If you can't articulate your positioning, sooner or later, you won't have a business to position. Your brand positioning statement doesn't have to be revolutionary, but it does need to be written very carefully.

Using Archetypes in Marketing to avoid Disaster and Attract an Audience

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When you understand brand archetypes, you unlock a criminally easy way to steer clear of marketing disasters and to put your brand miles away from your competition. But don't take my word for it.

How to Tailor Your Brand Messaging to Your Buyer Psychology

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Your buyer psychology is the antidote to every piece of bad marketing advice you've ever received. Learn how to parse it out and apply it to your messaging to build high-converting relationships with your audience.

A Definition of a Mission Statement and Vision Statement (that's actually useful)

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How to translate the concept of mission, vision, and your core values from nauseatingly corporate buzzwords into tools that are actually helpful for running your business.

How Protecting Consumer Choice Builds Brand Loyalty

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How to build a loyal client base by treating your customers like the adults they are.

How to Pick a Copywriting Service That Supports Your Story

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Matching your brand to the service that achieves your goals, instead of just ticking a box on your to-do list.

Why Your Brand Should Be The Protagonist

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It's a fact: dynamic characters attract loyal audiences.

When Your Market is Saturated, don't Try to Sound Unique

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How to steer clear of try-hard stereotypes and actually capture attention with your messaging.