Whaddup.If you're a business owner and you're selling STUFF - then you need to compel your audience to buy that STUFF. That's what I do.I've spent years learning about what makes people buy things - and I've learned how to translate that into compelling copy that converts. I want to share as much as I've learned with you.Like how to...Write copy because you know who your audience is, not because you're guessingWrite in the voice of your customerWrite copy that kisses the screenWrite in a way that you stand outEnd blank page syndromeYou feeling me?
You're done with low-key
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It's true, Reader Low-key is over. You're done with low-key. Low key is boring as fugg, mediocre, sad. It's the generic bollocks that ChatGPT spits out when you ask it for an email sequence. It's the bro marketers who keep telling you that you should be making millions of dollars from LinkedIn. It's daily posts that say the same thing as everyone else. You? You are high-key. You vibrate with excellence. You have a message. A story. A purpose. What is it? Because here's the thing. And I've been saying it for a while. But now Forbes is saying it too, so maybe people will listen... Consumers - once sceptical about personalisation - are now pushing marketers for more. Where it used to be a nice-to-have, it's now a must-have. If you are not incorporating your voice, your stories, your authentic AF self into your emails, your content, your sales pages...you are going to lose out. (Remember, Forbes says so.) And as far as ChatGPT and other AI tools are concerned? 2025 is much more about using LLMs for admin tasks like reporting and data analysis than it is about using them to write emails, content and blogs. And why? Because AI is not human and cannot replicate human connection and emotion in its output. As tech becomes more advanced and more important, more consumers will crave genuine human experiences. So, as I sit in South Africa on this gorgeous hot sunny Friday afternoon (I'm in SOUTH AFRICA WITH MY FAMILY FOR THE FIRST TIME IN ALMOST A YEAR), I wonder, how will I try and be more human in my writing? In the way I run my business? In the way I engage with people? How will I be more high-key? One way is to get offline and get out into the world. Attend real events. Meet real people. Cast zoom out into the barren wasteland of low-key energy-sucking mediocrity. Where Trump lives. And Musk. And Zuks. Engage with the fierce and the free and the truth. Tell my story. But enough about me (boooooorrrring) What about you? How will you be more high-key? How will you commit to excellence? How will you use your heart and soul and voice to stand for something? To be a fireball of connection and courage? See you Monday, Ash. PS Here are 3 ways you can start stepping into your high-key life...
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Your Write Hand
Whaddup.If you're a business owner and you're selling STUFF - then you need to compel your audience to buy that STUFF. That's what I do.I've spent years learning about what makes people buy things - and I've learned how to translate that into compelling copy that converts. I want to share as much as I've learned with you.Like how to...Write copy because you know who your audience is, not because you're guessingWrite in the voice of your customerWrite copy that kisses the screenWrite in a way that you stand outEnd blank page syndromeYou feeling me?
Not a soft, cuddly toy lioness. Not a woman whipping her hair about to smash the patriarchy kind of lioness. This is not a metaphor. I'm face to face with a real-life, breathing, fully-grown lioness. Behind her is a second lioness. And behind me is a third. And they are hunting. What is the one thing I need so that I can enjoy this moment that I've worked hard to find, and leave the situation with my life, and theirs, intact? Have a think on that - we'll come back to it. Every year, I go home...
Last week I was asked to understudy Helen Lederer (pictured centre). If you've never had the absolute JOY, PLEASURE AND LIFE-AFFIRMING YESNESS OF AB FAB IN YOUR LIFE......then I'm sorry for you. Get on that shit today. It will change your life. Helen is a British comedy icon and worked with Jennifer Saunders and Joanna Lumley, as well as Dawn French and Ruby Wax in the female-led genius tv show Absolutely Fabulous. And I was asked to understudy her last week. Am I terrified? YesWill I be...
Good morning, you spicy little coochie crumpetWoke up this morning with the dread?The fear?Say to yourself 'SELF' (and you'll know it's you because you'll be standing in front of the mirror massaging your OWN face...)"SELF, I'M GOING TO BREATHEWARM UP MY ORGANS OF ARTICULATIONGET MY DIAPHRAGM WORKING (because it is my speaking and presenting bestie)ACCESS ALL MY RESONANCE CHAMBERS FOR A POWERFUL, COMMANDING, CHARISMATIC VOICE AND NAIL THE SHIT OUT OF THIS."Got a zoom call today?Hosting a...