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I’ve seen countless graphics on LinkedIn and social media about leadership, but the most popular one seems to be the boss vs. leader meme. It adequately makes the point that a boss barks orders, while a leader helps handle the load. And, if you think about the illustration, it appropriately demonstrates that the boss actually…
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Two questions I’ve heard a few times are “What is marketing?” and “What is copywriting?” I find marketing pretty easy to define, but copywriting seems to mean slightly different things to different people, even in the marketing space. The “debate” really is what is content and what is copywriting. Here’s the deal: not all outward-facing…
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You might have heard of managing up and managing down. Simply put, unless you own and run the company, you have to manage up to someone. Even most CEOs answer to a board. And, in contrast, if you have any direct reports, you have to manage down. Typically, managing down refers to how you guide,…
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I don’t really use the frameworks described below. Great sell, right? What I mean is I don’t consciously use any of them. You probably don’t either. If you’re a good copywriter, it’s pretty much instinct. But I have a secret trick for these techniques. Before I reveal it, let’s go through the popular frameworks. PAS…
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I don’t know it all, but I’m not concerned because you don’t either. No one does. But the longer we do something the more experience and, usually, better we get. This is true as true of copywriting as it is of, say, welding. A downside of experience, however, is the potential for complacency. So, instead…
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In 1986, you paid for reach. In 2026, you’re still paying for reach. Whether you’re selling a toothbrush or accounting software, you want eyeballs, so you market across multiple channels, pull a bunch of marketing levers, and add up the reach. 10-thousand people. 10-million people. One billion pea . . . not so fast. If…
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“We are everywhere on social. We’re spending a ton of money. We’re doing email. Why isn’t it working?” Why do brands who value marketing and are thus willing to commit a budget to marketing fail to see the expected results? There are a variety of reasons, of course, but a common theme is despite spending…
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“We want to scale.” That’s great . . . but scale is also one of the most overused and misused buzzwords in marketing right now. Scale is not interchangeable with grow. If you spend $100 to produce products resulting in $200 in revenue and then double your production at a new cost of $200 with…
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Lifestyle is a term that gets thrown around a lot in marketing. We hear it so often it’s hard not to wonder if every brand claiming to be or looking to be a lifestyle brand really is a lifestyle brand? The obvious answer is no. Traditional Definition In marketing classes, the Pilates fitness method, originating…
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You’re selling something. Whether it’s a new energy drink, a SUV, or SaaS for doing inventory, if you’re in marketing, you’re selling something. The question is: who are you selling it to? Most people instinctively do the basics of audience identification. If they’re selling a new energy drink that’s all-natural and sustainably manufactured, they know…
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MATT HIGGINS 