I’ll answer the question. But first, a story about 2 kings…

Ready? Here’s what you do in 3 steps:

Use it. If you’re stuck, if you’re empty, if you need to write but words escape you, use it.

If you have a blog — and even if you don’t — you know it’s work.

Consider these rules before crafting your next guarantee. Let them inform your decision making.

Probably the most valuable advice I can give any copywriter:

Something to keep in mind next time you’re creating any type of promotion: an article, a landing page, an email — anything.

I smirked when I heard the question. I thought the answer was obvious. I was wrong.

It's a remarkable achievement — forever pairing your product with a single word. A word that instantly tells your brand’s story and value.

Here is perhaps the best example of Brand = Adjective in the history of advertising: