Category Bite Sized Ideas

The raw power of words

Copy is radically different from the way most people see it. It’s less about fancy words or pushy persuasion.It’s less about inflated claims or exaggerated promises.And it’s surely not about being clever or tricksy. At its core, copy uses the…

Goal ≠ Result.

Most of us make the mistake of setting the result as a goal. A typical goal statement sounds like: “I’ll make $10k this month.” But what we forget is that $10k is a result — a by-product. Not a goal.…