What did you say?

The truth is, most copy isn’t memorable. It’s just like a cocktail conversation.
Only a few phrases stand out.

These should be your key messages, defined by your brand positioning, brand promise, and your SEO strategy. And remember...


Hyperbole is out. Phrases like “best-in-class” or “optimal performance” now mean “member of the herd.” We go for distinctive, not superlative.

Be SEO-smart, not SEO-stiff. We write like humans speak—while using keywords and phrases that make search engines hum.

Keep it consistent. Words change for different mediums… but the tone, voice and feelings evoked stay the same.

Copy can calcify. Copy from one project should not be recycled for the next project. Each deserves a fresh take.