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Why your spring copy sucks
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Hey Reader, Let's start with getting the elephant out of the room – yes, things are a little different here. A new-ish look! Now onto the heart of things... Every spring, the same copy shows up everywhere. You've seen it. You've probably written some version of it. The problem isn't the writing. It's what happens before the writing. Most seasonal copy treats the season like a costume. Swap the logo and the message works for anyone. Which means it works for no one. In this week's column, I break down the difference between writing from seasonal imagery and writing from seasonal feeling. I also share 3 questions worth sitting with before you write any seasonal campaign. They're simple and most writers skip them entirely. And if you want a shortcut for building copy that connects regardless of the season, check out my Copy Principles Swipe File, Vol. 1. It's a reference guide built around the principles that make copy work at a foundational level. Oh, and it's free! Talk soon, |
The Copy Minimalist
Subscribe today to get instant access to 120+ copy examples from my personal swipe file!
issue #247 Hey Reader, After spending the last two weeks offline and completely disconnected from the internet, I returned back to my routine and rhythm with a renewed perspective. While I recognize the value (and sense of disruption) evolutions like AI brings to my industry, I also recognize the importance of authenticity and human connection. So, I wanted to find a way to signal that across my online real estate. I’ve decided to make the “Copywriter Column” more personal, and I’m bringing...
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...
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...