Why This Irreverent Dollar Shave Club Ad Works So Well

Dollar Shave Club is a California-based company that delivers razors and other personal grooming products by mail. They position themselves as a cost-effective and convenient alternative to retail chains. As Fox New wrote, “It’s not good news for the big guys at...

The Rock Bottom Returns — to Your Advantage

Business moves in cycles: highs, then lows. But your lows can be your biggest advantage. Some get trapped in the lows because they think it will last forever. Often they didn’t prepare — or they built their house on straw. So, their weaknesses are being exposed....

8 of My Favorite Tools to Use as a Copywriter

This week’s copywriting question #004 comes from Alex. Question: What are some of your favorite tools that you use on a regular basis as a copywriter? Michelle’s Answer: There are some tools that I use daily and others that I use less frequently (such as weekly or...