Assume the Reader Doubts You
Richard The moment a prospect realizes they’re reading copy, their arms fold, their brow furrows, and an internal interrogation begins: Will it? Says who? What aren’t you telling me? Most copy…
August 2026
A Case Study in AI Translation
One of my hobbies has been hunting for obscure foreign films. 20 years ago I scoured eBay to get VHS copies of Orson Welles’ “F for Fake” and Les Blank’s…
The New Battlefield
Warfare used to be a matter of geography. You fought an enemy across a visible border, on a physical field, with clear objectives. Victory meant holding territory. Today, the battlefield…
How to Elevate Your Sales Copy from Junk to Art
In the early 1960s, a group of French intellectuals formed a club with a singular, seemingly strange mission: to preserve American comic strips. To the average American, these strips were…
The Man Who Sold Rocks
In 1975, copywriter Gary Dahl took an object with almost no conventional product value: a smooth rock, and constructed an elaborate joke around it. The Pet Rock came nestled in…