Every SaaS startup will think about adding a paid channel to their go-to-market strategy sooner or later. However, launching Google Ads for an early-stage B2B startup is a big deal. It requires taking...

Last week, OpenAI released its highly anticipated search product, ChatGPT Search, to take on Google. The industry has been bracing for this moment for months, prompting Google to inject AI-generated a...

I love a good framework. Each one is like a mental shortcut—a big, important idea compressed down into a memorable snippet, so you have it when you need it. Unfortunately, for every life-changing fram...

A critical habit was drummed into me long before I knew I’d use it in pretty much ever aspect of my copywriting career. At school, English was by far my favourite subject, and even though I’d hope eac...

Brand awareness vs performance is a battle as old as the marketing profession itself. And while performance has been in the driver’s seat for the last decade or so across all marketing disciplines, we...