What you can learn about getting better outcomes for your students from failed heart surgeries, Latin dance classes, and fascinating research on how insight really works. I spend a lot of time in group coaching programs whether as the teacher or the student. Partially because I enjoy them and partially because when I’m in one role, I learn things I can bring to the other role. I think of it as a fun recon mission.

Most people hate interviewing but all marketing campaigns start with talking to ideal clients. Here’s how to conduct winning interviews even when you know nothing about the niche and have never met the person before. I’m working on the launch of a new community. We’re slated to go live in a few weeks, so it’s all hands on deck to get the messaging dialed in. The first step is to conduct interviews with ideal clients. I’m leading the interviews because it’s one of my favorite…

Email and Content Marketing Insights for Businesses that Have a Long Sales Cycle and Work Closely with Customers I manage the content and email marketing for a company in the B2B tech space. They sell a high-ticket product that includes annual paid renewals. To make it even more complicated, the…

One of the unique things about the way I write copy is I’m always thinking about context and behavior. This seems obvious but the more marketing books you study the more you realize most of the tools and frameworks are siloed. But what if you thought about marketing as three…

The more years I spend writing copy, the more convinced I become that the context in which the words live is at least as important (if not more important) than the words themselves. For example, I was mentoring a junior copywriter this week. …

I’m working on a competitor keyword research project for an SEO certification course I’m taking. I’m actually taking two SEO courses simultaneously because I like to get a wide variety of perspectives. The first course is a high-level “this is how to approach Google; everything will be fine” perspective. The…

This week’s a-ha moment came when two people from different areas of my life said similar things that had wildly different meanings. Marketing Person A: SEO is the foundation of everything. Marketing Person B: Search is everywhere. See what I mean? On the surface, these appear to be the same…

When I started copywriting, I was introduced to the idea of the Power of One. It essentially says: Have a single good idea and follow it all the way through your piece. There’s a similar idea called the Golden Thread. Originally meant for sales letters, the Power of One and…

I’ve been in online marketing since before Google existed. I wish I could say that was to my advantage. The reality is I watched all the major updates and listened to people say the sky was falling, and I panicked more than I should have. …