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Big figures make fun headers

Three tests for any line you write 🧪🧪🧪

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

Write copy that can't be copied

I wrote this ad, and I quite like it

Whole thing is wonderful! Read it slowly.

New essay: Conviction

7th August, 2025. One hundred days. I'm burning the boats.

My favourite piece of writing advice. 2 minutes 54 seconds into the film “The French Dispatch” magazine editor, Arthur Howitzer Jr says to a staff writer: “Just try to make it sound like you wrote it that way on purpose.” Most sentences are not written ‘on purpose’. They

I wrote this ad, and I quite like it