Hey, friends – It's Friday, which means I've got a fresh Weekly Round Up for you — #108. But before I dive into that, I wanted to share that this is the last Weekly Round Up for 2025. I've got a message queued up to share why that's the case early next week. Just know – it's for a good reason ;) That said, here's what I've curated for you this week: Copy Tip: Good copy doesn't just sound right. It LOOKS right. Differentiating Brands with Generosity, Surprise, and Delight (via Brand Strategy...

the copy minimalist How Limitations Make You a Better Copywriter Too many eComm teams think they need more resources to ship better work. More time. More budget. More rounds of feedback. But Ryan Reynolds learned a $200 million lesson that changes everything: constraint beats abundance. Green Lantern had unlimited money and flopped. Deadpool had a fraction of the budget and became a phenomenon. The difference? Constraint forced better creative decisions. In today's Copywriter Column, I break...

the copy minimalist How a Single Word Can Transform Your Message In 1997, Apple launched one of the most iconic ad campaigns in history: "Think Different." But here's a thought experiment: What if it had been "Think Differently" instead? Grammatically correct. Perfectly safe. And... completely forgettable. "Think Differently" would have been an instruction telling you how to think, like advice from a teacher or consultant. But "Think Different"? That's an identity. It tells you who to be. One...