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Written without AI

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Luxury is a feeling: how to make your copy feel expensive

Luxury is a feeling: how to make your copy feel expensive

When the spend is big, the words need to work extra hard to earn their keep. And just because people have cash, it’s a mistake to assume they part with it easily. We still need to work our copy socks off filling every word with value, context and vision.

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Does using AI to write your content align with your brand values?

As part of my work on brand messaging, I often help businesses draft their brand values: the principles that guide how a company moves through the world, from how it hires staff to how it treats its customers.

I think a question not enough businesses are asking is: “Does our use of AI align with our brand values?”

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Why your website is confusing

Why your website is confusing

A confusing website is a silent conversion killer. If your website is bad, your potential customer will leave. If it’s confusing, they’ll come away knowing less than when they arrived. Find out if your website is more confuddling than a spin in a washing machine, then how to fix it.

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Where’s the personality gone from copywriting?

Where’s the personality gone from copywriting?

You might have noticed it too. Personality in copy is feeling a bit thin on the ground these days. No matter who’s writing, it’s all starting to feel a bit beige. Here’s my take on the AI-ification of the internet and why you should resist.

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