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(aka tell me you chase metrics without telling me you chase metrics) For starters, I’m of the opinion that if you need a piece of punctuation to spot AI-generated writing, you should stay out of the conversation. Reason being, you’re clearly not in the writing game, so neither is your ideal client. It’s not something you need to worry about enough to comment on. Writing about it is a lazy metric grab. The “AI slop” thing, however? There’s a snidey dig in there that I don’t li

Ever feel like people are gatekeeping shizz by speaking in acronyms that might as well be Ogham for all the sense they make to you? Been there. Business speak is a whole new language to learn. Here’s a fast-track, plain-English breakdown of the most frequent offenders. Thank me later. Common Business Acronyms Explained B2B / B2C B2B stands for Business to Business. This means you sell to other businesses. B2C stands for Business to Consumer. This means you sell directly to

Employee voice = supplicant voice - Business voice = declarative voice When writing for your business, you need to use declarative voice Ok, time to put your founders' pants on. Unless we go into business early, we spend a lot of time writing in employee voice. We’re not employees anymore. We’re not positioning ourselves as a credit to the company; we’re positioning our businesses as the second coming of Jesus. Supplicant voice and declarative voice Employee voice = supplic

“Make it easy for the audience.” That was Hitchcock, speaking about film, but if you want your clients to engage, make it easy for them to understand why engaging you benefits them. Many people get as far as explaining what they do, their processes, and what qualifies them over the next person. And completely fail to sell to their client how their business will be better off going forward. Until you do that, all you’re doing is having an all-about-you party in your copy. Yo