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One of the biggest mistakes I see health practitioners make on their website or sales page?

Boring people to tears with an endless list of credentials. 

Here's the thing:

No one's really into th...

Back when I was writing mostly blogs and magazine articles for wellness companies, I hit an emotional wall. 

What bothered me most was that I couldn't see a direct return on investment for the long h...

Ever drag your feet hemming and hawing for minutes or even hours—just to come up with the first line of a social media post or email?

If you struggle with the first sentence, this copy tip is f...

Pain points are part of every good copywriting template or formula. Why? Because they make people feel an emotion. They get people thinking about a problem. They mentally prepare people to learn...

Every good story needs to have stakes to keep the plot moving and the readers engaged. In stories, the stakes are what the main character has to lose. 

In copywriting, the stakes are what the i...

What can we do for the scanners?

No matter how amazing your copy is...no matter how many golden nuggets it contains....no matter how many hours you pour into it...most people will only scan it....