Businesses invest time and budget into content—and then wonder why it fails to achieve the desired impact. The obvious explanation is that the copy isn’t good enough. However, the true cause usually lies elsewhere. The content itself is rarely the problem; what’s missing is a strategic foundation. Too often, work starts in the wrong place.…
Businesses usually have a lot to say: about their services, their values, and their experience. Yet, all too often, very little sticks with the reader. This is rarely due to a lack of content or poor phrasing. More often, it is because it isn’t clear what is actually being communicated. In practice, I consistently see:…
The business model of online platforms for cheap texts is no longer working. Entire order segments have recently collapsed. The reason for this is AI tools for text creation, such as ChatGPT, are rapidly expanding from the lower quality level into areas with higher requirements. Can they really save costs? Do the results meet high…
