Great copy is yours. You own it. I have a simple check for this: Google whatever you write. If one-hundred companies have already said it, try again.

You will never see a headline in the newspaper: “Area Bank Not Robbed.” — Luke Sullivan

Four ways to write a CTA

don't know how to start? draw a comparison table

Ten years ago Dave Trott drew a triangle on a flipchart and said “every ad needs three things”. - Impact: “You've got to get noticed” - Communication: “You've got to tell me what” - Persuasion: “You've got to tell me why” Most ads just do the “communication” part. - “We're a

Three ways to add warmth to your CTA

Good copy is falsifiable

A great line is a good line made shorter

Big figures make fun headers

Had a buzz cut. Went on my favourite podcast :) “Learn Great Copywriting in 76 minutes”

Three tests for any line you write 🧪🧪🧪

You can't write simply. You can only rewrite simply.

Watch me rewrite an ad twenty times :) There’s no flash of inspiration. It’s more like building a cabinet. Lots of axe work, piece by piece, 'til it's there.

The best copywriter I know showed me his step-by-step process for designing an ad, and we recorded the entire thing. 10 minutes. 20 rewrites. Harry Dry

I wrote this ad, and I quite like it

New essay: Conviction

Big ideas are less about ‘creativity’ and more about ‘conviction’

What do these four YouTube videos have in common?

I wrote this ad, and I quite like it

Walking around the park, drinking coffee, alone. It’s the best part of my day. Soon I’m back on floor 6. Beautiful morning now black out blinds. And I stare down the lens like the barrel of a gun. Hello old friend. Write, record, pace, record, swap batteries, record. I read the