3 things you can start doing in your content and copy to set your beauty business up for AEO

If you've been staring at your phone for 20 minutes trying to figure out what to post, only to give up and reshare a quote tile that says "good skin starts from within" with a leaf emoji, this one's for you.

If Day One of The Digital Picnic Comeback Conference lit the match, Day Two burned the whole content strategy down and rebuilt it from the ashes. In the best possible way.

The conference is for business owners looking to build momentum in 2026 after a pretty brutal 2025. The lineup was stacked, the expertise was ridiculous, and the number of notes I took suggests I'm now in a de facto relationship with my Trello board. Here’s the highlight reel.

Good copy doesn’t start with words. It starts with everything that comes before them, and that “everything” is the part most people never see.

If your landing page is not converting, it is rarely because you need more words. It is usually because the right words are buried under vague ones.

Every time I start a new project and ask, “So… who do you love in your industry?” there’s a brand that gets mentioned more than any other.... Go-To Skincare.

For a hot minute, writers were told to start emotionally preparing for extinction. AI would replace us, content would be automated, and brands would simply press a button and receive Perfect Marketing Words™ on demand. And yet, according to a recent Wall Street Journal piece, companies are now aggressively hiring storytellers. Fancy titles like Head of Storytelling and Director of Narrative are popping up across tech, finance, security, and global consumer brands, which is e

Sound more confident in your copy by removing words that create doubt. Discover small changes for a clearer, stronger message to sound more confident.

If I had to sum up 2025 in one sentence, it would be this: I wrote an unholy amount of words, prevented a solid number of marketing-induced mental breakdowns, and helped a lot of people make very real money (yep, I ain't afraid to flex like that).

Its beauty aisles are bright, busy and overflowing with ingredient themes you start noticing the more you look. Here's what jumped out.

Microcopy makes their life easier. It turns a potentially stressful purchase into a “thank god, that was easy” moment and that emotional relief is what opens wallets.

Your clients don’t care about the ingredient list; they care about what that ingredient does for them . Salon and clinic owners are quick...

Spending the day at SKINCON reminded me that while beauty and dermal sometimes feel like two separate worlds, there’s so much we can learn from one another.

This week, I opened up the floor on Instagram and invited you to ask me anything, and you did not disappoint. Here’s the round-up of your questions and my answers.

Learn how to craft words that sell and transform your silent salesperson into a booking magnet!

In the rush to churn out content, brands are scrubbing out the quirks, the humour, the human bits and what’s left is safe, generic, decaf-tasting copy that could belong to anyone.

Amid the flashing lights and the hum of a thousand conversations, these brands nailed their words, cut through the noise, caught my attention, and influenced my behaviour.

Mecca 3000 doesn’t feel like a retail launch; it feels like a cultural moment. The kind that gets under your skin in a way you don’t expect from, well… a cosmetics store.

Three pieces of copy you should absolutely prioritise before you land in Sydney.