Everyone’s blaming AI for bad content. But AI didn’t press ‘publish’ - we did. The content problem right now isn’t down to the robot. It’s down to the shruggy ‘that’ll do’ moment before we hit post. What I'm saying, is that apathy is the real problem here.  And I’d be telling porkies if I were saying we haven’t all been there. I, too, a seasoned pro, have experienced creative numbness.  For a while there, I got sucked into the box-ticking, feed-the-algorithm routine that makes everything feel...

Right now, everyone’s wanging on about connection , but hardly anyone’s explaining how to actually write it. In this post, I’ll show you what connection really means in copywriting, the three building blocks that create it (recognition, trust, and ease) and why learning to craft connection also makes your writing more visible in SEO and AI search results. ‘Be authentic, ’  ‘ write like you talk, ’  and ‘ add personality’  are not solid strategies. It’s certainly not what you learn at copy...

Traffic doesn’t equal revenue. Not now, not ever! So yes, AI Overviews might be siphoning your clicks, but brands that are doubling down...