Disrupt your market - but not your customers’ peace of mind.
This is a post about disruption. Not whether your business should do it or not – that’s a whole other area of expertise – but whether you should include it in your customer communications. Spoiler alert: no, you shouldn’t! There are much better words to use instead.
The Star Wars rule that really matters - and how it can improve your copy.
Yes, yes, Star Wars is all about the Hero’s Journey. But there’s a more important lesson that copywriters can learn from Star Wars and Harrison Ford’s thoughts on its rather ropey script.
Watch out for camels! What to do about copy by committee.
A camel is a horse designed by committee. Weird-looking, flat-footed, and bad-tempered - the perfect metaphor for any piece of copy or content that has too many authors.