Today we remind ourselves that great effort in the execution of mediocrity is not a moral victory. Based on the tweet:

Consumers don’t care who did the work, how hard it was to get approved or why it’s watered down. Consumers do not grade on a curve.

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Today we use two tweets to encourage all involved to keep things brief. Based on the tweets:

The better the work, the shorter the presentation. & The better the work, the shorter the case study.

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Today we go a-hunting for creative unicorns and, as expected, come up short. Ranting ensues. Based on the tweet:

Passionate people with no egos who defend the work without pushing the client while creating new things guaranteed to work don’t exist. 

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Finally, we call out lazy, detrimental copywriting lead-ins and name-drop a 20-year-old Hollywood Video commercial. Based on the tweet:

Finally, you can stop using “finally” to begin headlines.

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Today we discuss avoiding a common copywriting trope and confuse basic parts of speech. Based on the tweet:

Never use two adjectives where none will do.

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Today we discuss why the branding long game is preferable to an unlimited supply of starbursts. Based on the tweet:

Make your brand the strong call to action.

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Today we harass writers about abusing typographic emphasis. And, as you may suspect, we equate use with abuse. Based on the tweet:

If your copy requires italics, your copy requires rewriting.

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Today we discuss why your product’s mere existence isn’t nearly as exciting to most people as you think, and I ask my peanut butter to stop empowering me. Based on the tweet:

“What it is” explains. “Why it matters” sells.

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Today we seek to remind ourselves that the public is who ultimately makes or breaks the work. Based on the tweet:

The client may be the judge, but the consumer is the jury and executioner. 

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Today we discuss the importance of rhythm in both copy and design, and a brief demonstration of the 80s White Guy Dance may have occurred. Based on the tweet:

Copy & design create an ad’s internal rhythm. Even if they can’t describe it, consumers know when the beat is off. 

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