February 2021

The Purpose of Copywriting is to Achieve Clarity

  • Blog

Clarity is the thin membrane that separates disaster from success. That 5-degree difference in heading that separates the wayward cruise ship from a near-miss to “abandon ship” — that’s the importance of clarity. That time Pepsi had to buy a contest winner a harrier jet — that’s a lack of clarity. The feeling of confusion when you operate a new machine, and the manual just doesn’t tell you how… Read More »The Purpose of Copywriting is to Achieve Clarity

Historical image from the marketing for Fashion Cafe

I have no competitors! Why don’t I make money?

  • Blog

Whether you’re an in-house marketer, a consultant, or an agency, hearing the words “We have no competitors” can be the kiss of death for the brand. Competition is good, but here is how young entrepreneurs screw it up sometimes…