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Hey pal, Yep – still out of town and still raiding the archive so your inbox doesn't go cold. Last week, I sent 5 recent Columns. This week I'm going further (farther?) back, and I'm ending with something I'd actually like your help with. The One-Word Edit – This is the piece I'd hand someone if they asked me what copywriting actually is. The 5-Question Filter for Every 2026 Marketing Trend – A quick filter for figuring out which trends deserve your attention and which ones are just noise wearing a new outfit. How to Set Goals That Actually Work for Creative Teams – Most creative team goals are written for a spreadsheet, not for people. This is about the kind that actually stick. What No One Told You About Repurposing Content – Repurposing is not the same thing as copying and reformatting. Most people skip the part that makes it work. My Current Favorite Tools (and How I Actually Use Them) – Not a sponsored listicle. Just what's actually open on my computer most days and why. OK, now the question. What's the one thing about copywriting that you wish someone would just be straight with you about? The part that's harder than anyone lets on. The thing you had to learn the painful way because nobody warned you. Hit reply. I read every single reply someone sends me. (It's far fewer than you think.) And fair warning: the best answers might end up in a future Column! Later gator, — Matt |
The Copy Minimalist
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Hey friend, I’m out of town for the next couple of weeks chasing a new experience somewhere in Scotland, which means no new Column for a bit. I thought about just going dark, but that felt negligent. So instead, here are 5 columns from the archive I think are worth your time, whether you caught them the first time or not. The One Thing AI Can’t Learn, No Matter How Good Your Prompts Get – I wrote this one knowing it might ruffle some feathers. The short version: skill isn’t the moat. Lived...
issue #246 Hey Reader, New column this week. It's a bit more reflective than usual. I've spent real time building AI skills that write conversion copy. Frameworks, voice, structure, the whole thing. And honestly? It works well. So I couldn't keep telling people that "skill" is the safety net. I've already disproven that myself. This week I wrote about what I think actually separates human copywriters from AI at the conversion layer. It's not frameworks or formulas. It's something no prompt...
The 118th issue of the Weekly Round Up is LIVE – your regular digest filled with copywriting insights, AI tips, must-read articles, pretty cool copy examples, and more! Here's what I've rounded up this week: Copy Tip: Stop trying to write clever copy. AI Tip: Start a fresh chat more than you think you should. Why Consumers Say Yes to the Product (via KnoCommerce) Empowering Women in Marketing: A Leadership Q&A with Lexi Clarke Mining Customer Reviews for Content Creation using a Custom GPT...