Stop exceeding your clients’ expectations
Clearly that's a psycho thing to say, right? Who would ever consider for a moment suggesting that their business is in the business of falling [...]
There is no strive
As a copywriter, I spend a lot of time reading. A lot. In fact, I spend more time reading than writing on any given day. [...]
Convince your clients they need a copywriter in one simple step
Psst. Over here. I've got a little content Jedi wisdom to share with you. At Aware, we've never had a problem convincing prospects that they need professional [...]
Imagining your ideal audience
Writers are a reserved lot by nature. Our minds are filled with jewel heist plots and Mars landings, dark dystopias, and enough characters to [...]
Expertise versus authority: Which does your marketing agency’s blog reflect?
Aren't expertise and authority the same thing? It's a subtle difference, but it's important. An expert is someone who has exhaustive knowledge about a particular area. [...]
Use science to become a Time Lord (kind of)
A great man once said, "People assume that time is a strict progression of cause to effect, but actually from a non-linear, non-subjective viewpoint - [...]
Pro-tagger: How to use categories and tags on your brand’s blog
Categories and tags are both valuable in terms of SEO, but they serve entirely different organizational purposes. […]
Are you committing this cardinal web copy sin?
While conducting content audits for clients and partner agencies, we find businesses committing the same cardinal sin over and over and over again […]
Five reasons your competition is beating you at your own game
Unless you're a unicorn, you're not the only one of your kind. That means your prospects have lots of options when they're deciding who to hire. [...]
Switching costs are killing your mojo
Between the ages of 15 and 27, I waited tables at dozens of restaurants, from five-star dining rooms to greasy spoon taverns. […]