The Art of War (Against AI)
I keep watching people slap “taste is your moat” across their feeds like it’s gospel. But it’s a feel-good shield, not a strategy. Large Language Models run on probability. Feed…
Richard The 5-Word Rule: Using Compression to Create High-Impact Copy
A fast way to create more impact: turn key passages into five words. By adhering to a strict five-word limit for key statements during the drafting phase, writers can master…
Assume the Reader Doubts You
The moment a prospect realizes theyโre 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…
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 Wellesโ “F for Fake” and Les Blankโs…
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…