ARTICLES:

Clear on your client avatar? You sure? Ok, answer me this: Are they ok with wearing odd socks? You probably don’t know the answer to that one, and you probably don’t think it matters. Guess again. It tells you something about their thinking type. And if you want to really communicate with your client, someone needs to have an idea of what that is and write to appeal to it. See, the sort of person who can’t wear odd socks does one of three things: Always buys the same socks T

...is making it easier than doing it themselves. I confirmed this last night when I came nanoseconds away from buying a new charge cable on Amazon rather than get out of bed and look in the cables pot. That’s right. I nearly spent money I didn’t need to spend to get something ‘next day’ that I already had. That is peak Amazon given that they actually sell convenience and near instant gratification, not products. I knew I likely had a short c-type charger in the cables pot, I

It sells benefits and how much better your life is going to be after the fact. ​ Not what qualifies it to make the offer, and how meticulous its processes are. It doesn’t need to. It knows what it's got. It knows who wants it. And it knows what they want from it. ​ Let’s put it like this. ​ Coca-Cola doesn’t bother telling you how good its product tastes. Or linger over its production systems and scale of operation to assure you it’s a quality product. ​ It goes straight for

“MASHED POTATO-INFUSED BRIOCHE BUN.” I did a double-take when I read it on the menu, so you get caps lock. That’s a gentrified potato bread bun to you and me. I silently applauded because there’s quite a big difference in the price tag you can put on ‘potato bread buns’ and ‘mashed potato-infused brioche buns’. And it’s entirely out of proportion to the upgrade to the potato bread recipe. It’s in the description. There’s nothing you can do with a potato bread bun that gets aw