Our brains are experts at ignoring the millions of messages attacking us around every corner.

It’s my job as a writer to choose the right words and put them in the right order to grab the audience’s attention.

The only way I can do that is by presenting the words in a fresh and unexpected way.

This is important to my businesses clients because unless they figure out a way to get noticed, they can say bye-bye to cash flow.

Businesses are desperate to stand out and be noticed by prospective customers. They spend a lot of money trying to achieve this, but in the end, most of them end up sounding (and looking) exactly like the competition.

How many cabinet-making businesses have you seen claiming that they make custom-made kitchens? How many web design companies have you seen guaranteeing they can make you rank higher on Google? This is just white noise to me.

Writing copy is a skill but writing copy that works is an art form – one that I’m willing to spend the rest of my life mastering.