• Great copy looks easy.

  • No such thing as a boring product.

  • Your thesaurus isn't helping.

  • Either you can say your idea in a single sentence or you don’t have one.

  • When it reads like writing, rewrite it.

  • You won't get interesting answers if you're not interested.

  • Writing is fast. Thinking takes time.

  • Simple words work the hardest.

  • Every writer needs a built-in bullshit detector.