Fear, guilt, and shame sell. But at what cost?
Inviting integrity and human connection back into our marketing.
Is ethical persuasion an oxymoron?
The business of persuasion can be a slippery slope. Learn a 5-question framework for creating ethically sound marketing materials and check out some businesses who are putting ethics first.
“What’s your problem?”
Think you have a copy problem? Maybe you do, but maybe you don’t. Here’s how to tell the difference between a copy, messaging, positioning, and identity “problem.”
Copy at the crossroads
Brand copy. Conversion copy. Creative copy. Why in the world was no one putting them all together?
Use copy to curate a brand experience
Still think copy's job is to transmit information? Think again. Copy has a much more nuanced job than that!
Agitate pain with empathy & tact
Pain points are often used in conversion copywriting, but they can come with a hefty price tag. Learn how to use them without making anyone cry.