Pretty copy wins awards. Ugly copy drives sales. Most marketing teams are still writing to impress their internal stakeholders. They obsess over brand voice, clever headlines, and “on-message” tone. But the customer doesn’t care about any of that – they just want a reason to buy. Until your copy speaks to your customer’s wallet, not

Studies show people can spot AI-generated content in under 3 seconds – even if they can’t explain why. You know that eerie feeling when you read a landing page and think, “This could be any brand”? That’s AI’s signature. It’s not the words. It’s the rhythm, the energy, the dead-eyed polish. And in DTC, where

Why do some DTC brands sell out in 24 hours – while others with better products can’t move a single unit? It’s not the materials. It’s not the margins. And it’s definitely not the “Made with love” copy. The difference? One brand makes you feel something. The other just lists ingredients. Nik Sharma calls this

No replies. No interest. Just silence. You thought you wrote a strong cold email. You followed the framework. You made the subject line catchy. You dropped in a CTA. And still – nothing. Ann Handley – author of Everybody Writes and one of the most respected voices in marketing – calls this “writing like a

The first brand I ever wrote copy for made zero sales. I thought it was a design problem. Then I blamed the product. But the truth? The copy was all about the brand, not the customer. Since then, I’ve learned the hard way what actually moves people to buy. Here are the 5 brutal reasons