the copy minimalist issue #242 Your team probably isn't complaining about that broken process anymore. That doesn't mean they've accepted it. It just means they've stopped believing it'll change. This week, I wrote about the workflows creative teams secretly hate — and what to do if you're the one who can actually fix them. 👉 Read "Fixing the Processes Your Creative Team Secretly Hates" – Matt 600 1st Ave, Ste 330 PMB 92768, Seattle, WA 98104-2246Unsubscribe · Preferences
3 days ago • 1 min read
Happy Friday! It's time for the Weekly Round Up – your once-a-week digest filled with copywriting insights, AI tips, must-read articles, pretty cool copy examples, and more! Here's what I've put together for you this time: Copy Tip: Every sentence should earn the right to exist AI Tip: Build “Why Layers” Into Your Context (Not Just Examples) Survey Q Ai Doesn’t Reduce Work, It Intensifies It (via HBR) Welcome Flows Are Dead. Entry Flows Are Thriving. (via Astral) Leading Brands Win on...
9 days ago • 1 min read
the copy minimalist issue #241 Most brands try to “get emotional," especially around holidays. The problem is not emotion itself. Emotion is powerful and it can move people. The problem is generic emotion. When copy leans on words like love, joy, unforgettable, heartfelt, it signals a feeling without earning it. And readers can tell. In my latest column, I break down: Why Valentine’s marketing so often misses The difference between emotional language and emotional truth A simple way to...
10 days ago • 1 min read
Heyooo – it's time for another Weekly Round Up – your once-a-week digest filled with copywriting insights, AI tips, must-read articles, pretty cool copy examples, and more! Here's what I've "rounded" up this time around: Copy Tip: Every Message Trains the Reader AI Tip: The Single-Variable AI Method (and why it fixes bad A/B testing) Survey Q! Managing Brand Voice in a Politicized Public Square (via Branding Strategy Insider) How to Structure Pages for AEO and Answer Engines: A Quick-Start...
16 days ago • 1 min read
the copy minimalist issue #240 January runs on momentum.February runs on leadership. The goals haven’t changed, but the emotional fuel has. That’s usually when creative teams start wondering if they’re moving forward or just staying busy. Today's column is on why momentum tends to stall in February and what actually helps teams keep going without adding pressure or noise. It’s written for leaders, but it’s just as useful if you’re managing up or trying to protect your own focus inside a team....
17 days ago • 1 min read
Hey, friends! Hope you had an amazing week. You know what time it is? Of course you do. It's that time for another Weekly Round Up – your once-a-week digest filled with copywriting insights, AI tips, must-read articles, pretty cool copy examples, and much more! Here's what I've queued up this time around: Copy Tip: Logic vs. Emotion AI Tip: AI is a compression engine, not an expansion tool BLUF: The Military Standard That Can Make Your Writing More Powerful Why Copywriting is the New...
23 days ago • 1 min read
the copy minimalist issue #239 If your copy feels a little heavy lately, you’re not imagining it. Most messaging problems aren’t caused by bad writing. They’re caused by accumulation. Too many value props. Too many explanations. Too many versions of the same idea living in different places. Today's column walks through a simple system for auditing, cleaning, and reusing the copy you already have instead of rewriting everything from scratch. It’s written with ecommerce copywriters in mind. But...
24 days ago • 1 min read
Hey, fellow marketer peoples! It's that time for another Weekly Round Up! Here's what I've lined up this time around: Copy Tip: Non-Linear Customer Journeys AI Tip: Use AI to surface your default thinking patterns Why Marketing is the Conscience of Business (via Brand Strategy Insider) Designing Email Journeys Using TFDS (via we are astral) The Future Belongs to the Creative Generalists (via It’s Nice That) Mentor Moments: How to Build a Growth Plan for Junior Copywriters This Year (via The...
30 days ago • 1 min read
the copy minimalist issue #238 Quick note to say: today's column isn’t for everyone. If you’re early in your copy career, it’ll help you think more clearly about how to direct your own growth this year. If you’re more senior, it’s especially useful if you’re mentoring junior writers or starting to take that responsibility more seriously. Today's Copywriter Column is about how I think about building growth plans for junior copywriters. Not in a checkbox, skill-collecting way, but in a way that...
about 1 month ago • 1 min read