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.

More than a decade later, I still hear his voice sometimes. Usually right before I hit publish on something that sounds exactly like me.

I said “f*ck” three times on a podcast last week and no one clutched their pearls. Here's why

The other day, someone asked me: “If you were launching a beauty business from scratch, what copy would you invest in first?” I didn’t even pause to sip my third almond latte of the day.

The best testimonials—the ones you highlight on your website, in your captions, or in your emails—are the ones that address doubt, show change, and prove your point of difference.

Discover the role of copywriting in AI-driven search. Learn how smart content can boost your visibility and influence search results.

If you’re finding yourself in a “just book anyone” season, here’s your reminder: the fastest way to get better clients is to start writing better copy, and better copy starts with a clear message, for a clear person, with a clear goal.

3 simple, strategic ways to use email that go beyond a monthly newsletter and make your database do the heavy lifting.