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The MasterJack 12 Words of Christmas
Here’s a fun fact that might ruin your Christmas playlist: the 12 Days of Christmas aren’t the days leading up to Christmas. They’re the days after. The 12 days start on December 25th and run through to January 5th (Twelfth Night). The bit before Christmas? That’s...
Stop putting sales pressure on your customers: A love letter to authentic copy
The tactics that worked for decades (the urgency, the promises, the ALL CAPS headlines) now trigger something closer to revulsion than interest. Walk through any comments section and you’ll find audiences gleefully mocking brands that still use “SECRETS THEY DON’T...
The ‘we’ syndrome in website copy
I’m going to say something that might sting a bit: nobody cares about your business history. I know, I know. You’re proud of it. You’ve worked hard. Your journey matters to you. But when your website starts with “We began our business in 1987...” or your About page is...
Value is your secret weapon
People are tired of being sold to. They scroll past ads without a second thought, delete marketing emails without opening them, and have developed an almost supernatural ability to spot manipulative tactics from a mile away. Yet some brands consistently break through...
The copywriter’s guide to getting gloriously lost
A stolen passport and all my money taken at midnight at Paris’s Gare du Nord railway station. A kindly stranger, French police, a gorgeous blonde diplomat (think of him as a Hemsworth look-a-like) in an open-top Mercedes driving me down the Champs-Élysées the next...
AI’s future in copywriting
Every business leader is asking the same question: Will AI replace our copywriters? The answer might surprise you.While 77% of companies are either using or exploring AI, the real story isn’t about replacement; it’s about evolution. The businesses that understand this...
The human cost of corporate speak
Business documents have a jargon problem. Pick up any proposal, engagement letter, or employee handbook and you’ll find them stuffed with “optimising operational efficiencies,” “implementing best-practice frameworks,” and “delivering strategic outcomes through...
Why most AI content fails (and how to make yours succeed)
MIT’s latest research delivers a harsh reality check: 95% of enterprise AI initiatives show zero measurable return. Despite $30-40 billion in investment, most AI pilots crash and burn before reaching production.The numbers are stark, but the reasons behind the...
Marketing disasters both real and imagined
Marketing failure stories spread faster than wildfire. We’ve all heard them: Pepsi accidentally promising to resurrect the dead in China, Chevrolet Nova flopping because “no va” means “doesn’t go” in Spanish, KFC telling customers to “eat your fingers off.”These tales...
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