Been testing out a LOT in my business and client businesses. AI is the current marketing gospel. Doing things manually is medieval. Can't be doing anything yourself, it's unbecoming. AI takes care of marketing and copy and making dinner reservations and making coffee. You just show up and look at robots working. Except. That doesn't happen. Does it? I still make my own copy. And dinner reservations. And whenever I ask AI to write something it sounds like a robot wrote i

You know what really kills sales? Being boooooooooooring. And the most boring thing in the world is something called “waffling”. You might not know the term but once I show you some examples you’ll start seeing it everywhere. How To Recognise And Ruthlessly Kill Your Waffling Take a look at this sentence: “The meeting will be held at five and what will be discussed is ‘the sorry state of business writing.” Or this one: “I’m reaching out to you because we've been in t

In the last article we made sure that your content doesn’t scare off your ideal prospect. If you Alright, now your content looks the part. It’s time we make it actually easy to breeze through for a reader. Once we’ve lured them in it’s our job to keep them reading whatever we wrote. So how do we do that? The same way you’d do it in a bar. Use The BAR Test To Fix Your Writing “As a business owner your job is to solve problems. Someone having electrical issues? It’s a goo