Blog

There is a romantic version of copywriting that I find very entertaining.

The brilliant copywriter sits alone in a dimly lit room, perhaps wearing an unnecessarily expensive sweater, waiting for inspiration. Suddenly, the perfect idea arrives, brilliant words pour onto the screen, and a few hours later an irresistible sales campaign exists.

I have been in marketing for a long time, and I have some disappointing news. Most great copy involves considerably less divine inspiration and considerably more digging around.

"Marketing is the most important thing in your business… and the least understood." — Allan Dib

That line tends to land pretty hard once you’ve been in business for a while. Because most owners know marketing matters. They feel it when things are slow, and they see it when things are working.

But understanding it… that’s a different story.

Most business owners don’t say this out loud, but they feel it every day. Marketing feels heavier than it should. It feels like every result takes more effort than expected, and no matter how much you do, the outcome never quite matches the energy you’re putting in.

You find yourself doing more just to keep things moving. More content, more ads, more follow-up, more time spent chasing people who should have been ready already.