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Out of Office
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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 experience is. And no prompt is closing that gap. Seasonal Storytelling: Bringing Real Spring Energy Into Your Copy – If your spring campaign still sounds like a greeting card, this one’s for you. Real seasonal copy starts with what people are feeling (allergies?), not what the season looks like. You Can Scale a System. You Can’t Scale Chaos. – This one came out of watching agencies grow and somehow get worse at the same time. Turns out, growth just amplifies whatever’s already underneath. Why Your Content Strategy Feels Harder Than It Should – You probably don’t need another content audit. You need an edit. Different thing entirely. How Limitations Make You a Better Writer – Ryan Reynolds spent $200 million on Green Lantern and made something forgettable. Then he made Deadpool on a fraction of that budget and changed his career. There’s a copywriting lesson in there. Pick one (or don't). I’ll be back in a couple weeks either way! — Matt |
The Copy Minimalist
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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...
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...