How to Work with Fitness Coaches

There are five levels of health and fitness businesses on social media: Big audience, targeted content, big money. Big audience, unfocused content, okay money. Medium audience, “hit and miss” content, average money. Small audience, targeted content, great money potential. Small audience, unfocused content, jack all money. The problem with this entrepreneurial fitness “ladder” — most […]

A Copywriting Lesson from John le Carré

I am sitting on my couch nursing a cold, sipping on a glass of medicinal Johnny Walker Black, watching the new Errol Morris documentary about the great English spy novelist, John Le Carré. About two-thirds of the way through, there’s a segment about “the innermost room” of the spy world that turns out to be […]

The “Two Highlighters” Method for Sharper Copy

A polite message I got this week: “What’s the most impressive thing you’ve done in terms of copywriting?” To use a cricketing idiom, I straight-batted the question. I gave a safe and boring answer. I said, “I don’t make any claims to have done impressive things.” (I’m great at parties, BTW.) Okay, reframe: I did […]

The 14 Commandments of Copypreneurship 

Back in 2021 one of the very top writers and marketers in the world made a suggestion to me. “Why don’t you call yourself The Copypreneur?” I chewed on it for a couple of days but decided not to. At the time there were a few other personal brands who had stuck –preneur on the […]

The Chateaubriand Business Model for Writers

I’m a profit-first kind of guy. But never at the expense of autonomy, free time, family, fitness, travel and all that good stuff. Today I run my own company. I have a direct-response service offer. I run an email list to people all over the world using ConvertKit. I have sold digital products to 600+ […]