Many corporations have become increasingly sophisticated at mimicking service while selling. The real test might be: If the company vanished tomorrow, would their content still matter to anyone?

Real conversations happen when the audience and narrator feel natural together. This framework aims to prioritize that.

Being a chameleon is part and parcel for brand marketers, but we must reject content that doesn’t meet our standards. Our audiences (and our souls) will thank us for it.

Copywriting should be conversational—from one person to another. Because complexity is overrated and underperforming. And conjunctions naturally stand out.