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Marketing advice that doesn't make you want to throw your laptop

Bold insights on clarity, positioning, and the exact words that turn “maybe” into “yes”

Should You Optimize for LLM Visibility?

Everyone’s asking how to show up in AI search results. The question you should be asking: is this actually your play?

The Social Proof Guide for Service Businesses 

Most service businesses use testimonials and call it a day. But not all proof earns trust the same way or belongs in the same place. Here’s what you’re probably missing.

Why surface-level fixes won’t make your website convert

When everyone claims the same differentiator, it stops being one. Most website audits give surface fixes. I solve for understanding what’s actually broken.

How to diagnose messaging problems when referrals don’t convert 

When the same friction keeps showing up—confused prospects, wrong-framed referrals, stalled proposals—it’s not bad luck. It’s diagnostic data you’re missing.

The 4 Most Common Messaging Problems 

I can usually tell what’s wrong with someone’s messaging in a few minutes. Not because I’m guessing–because the same patterns show up everywhere.

The $19,371 mistake you can avoid

A $19,371 house repair taught me everything about why websites keep failing after redesigns and rewrites. The problem usually isn’t the execution. It’s what nobody diagnosed first.

Why your website copy isn’t converting

If your website reads well but still isn’t converting, the problem probably isn’t your copy. Here’s what’s actually going on beneath the surface.

How many buyer personas do you actually need?

If your message sounds good but still isn’t converting, you probably don’t have a copy problem. You have a persona problem.

Why buyer personas fail and what to do instead

The buyer persona didn’t die. The lazy, demographic-driven version did. Here’s what’s more helpful than “Sales Sally, 25, glasses, no kids.

From VoC research to copy that converts

Most businesses collect customer insights but use them the wrong way. Here’s how to tell the difference and write messaging that actually resonates.

Why Great Reach Doesn’t Fix Bad Messaging

Two marketers. 40,000 combined followers. Six registrants. Here’s the positioning mistake we made and the simple litmus test that reveals whether your messaging is working against you.

Your content problem isn’t what you think 

You don’t have a content problem. You have a positioning problem. When you’re unclear on what you stand for in the market, no content calendar or AI tool will save you.

Stop quoting your customers 

Collecting customer quotes isn’t a strategy. Learn how to translate Voice of Customer data into copy that moves buyers from “I think so” to “this makes sense.

Voice of Customer (VoC) strategy for B2B businesses

Most businesses collect customer quotes. Few know how to interpret them. Learn how Voice of Customer data reveals the real friction slowing your B2B sales.

Voice of Customer: the research process behind messaging that converts

Most brands have a trust problem, not a visibility problem. Here’s the Voice of Customer research process that builds messaging buyers believe.

Why articulating your unique value is so hard–and how to get started

Lived experiences and stories shape how you position your brand’s unique value. Learn how to find the throughline that sets you apart.

The proximity trap (why referrals aren’t enough)

Manufactured, borrowed, or earned—which type of trust is driving your business? (Hint: only one scales.)

The hidden blind spot costing you sales

Your marketing isn’t converting because you’re writing for yourself, not your buyers. These 5 assumptions are breaking your copy and costing you sales.