Category: Marketing
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From Freelance to Fractional: Rethinking the Future of Creative Work
Freelance is a word everyone knows. It conjures images of coffee shops, pajama pants, and the occasional “Hey, can you turn this around by tomorrow?” email at 9:47 p.m. It’s flexible, it’s scrappy, and for a lot of creatives, it’s been the way to balance passion with a paycheck. But lately, there’s a new word…
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The Art of the Creative Brief: How to Set Yourself (and Your Team) Up for Success
The success or failure of a project almost always comes back to the creative brief. A great brief doesn’t guarantee a great campaign, but a terrible one practically guarantees mediocrity. Done well, a brief is less about checking boxes and more about setting the stage. I like to think of a brief as a GPS…
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The Secret Sauce of Great Copy: CTAs That Convert
Writers obsess over headlines, subject lines, and hooks, and rightly so. But a brilliant headline without a strong CTA is like a beautifully plated meal that no one tries. Your CTA is where you turn interest into action. It removes friction by making the next step obvious and guides behavior by answering the unspoken question,…
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How to Write Headlines That Actually Work
Years ago, I wrote what I thought was the perfect ad: smart copy, clean design, and a headline I was proud of. When the results came back, though, the numbers told a different story: almost no one read past the headline. That was the day I learned the hard truth about copywriting: the headline isn’t…
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Understanding Your Audience: The Key to Effective Copy
When I first started as a copywriter, I thought my job was to write the perfect words. Polished. Clever. Tight. But the longer I’ve been in this business, the clearer it’s become: the words themselves matter less than who they’re written for. You can write the cleverest line in the world, but if it doesn’t…
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How to Know When It’s Time to Rebrand
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When Cracker Barrel unveiled its recent rebrand, the internet had thoughts—lots of them. From memes to outrage to measured applause, the reaction proved one thing: people feel deeply about the brands they’ve grown up with. But here’s the truth: backlash doesn’t necessarily mean the rebrand was a mistake. In fact, it can signal that a…
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From Lyrics to Launch: How Taylor Swift Turns Storytelling into a Marketing Masterclass
When Taylor Swift releases a new album, it’s never just music—it’s a cultural moment that’s carefully orchestrated, deeply personal, and nearly impossible to ignore. That’s not luck. It’s strategy. And it’s one of the clearest demonstrations of how storytelling can drive loyalty, conversation, and cultural relevance.
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The Copy Rule I Will Always Live By
Specifics aren’t just good writing. They’re good strategy. They help differentiate your brand. They make claims more credible. They give your audience something to hold onto. And maybe more importantly, they show that you see your audience. You understand their pain points, their goals, their industry quirks. That’s what earns attention. That’s what earns trust.
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5 Copywriting Myths That Are Holding Your Brand Back
Every brand wants words that sell, connect, and stick—the kind of copy that makes people stop scrolling, pay attention, and feel something. But here’s the problem: over the years, a few stubborn myths about what “good copy” looks like have taken hold. Let’s bust some myths, shall we?
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Bad AI Is Everywhere—And It’s Wrecking Good Copy
AI is changing the way we work, create, and connect. But let’s be real—not all AI content is created equally. In the scramble to adopt the latest tools, a lot of brands are churning out copy that feels hollow, robotic, and painfully off‑brand. The result? A flood of content that all sounds the same and…
Sara Barton 