Fishwife



Show, don’t tell.


In college, I was a brand ambassador for an up-and-coming sports drink.

We’d drive to training camps around the Midwest, pop up a table, and hand out samples.

Our entire pitch lived on one simple piece of marketing: a laminated stand that read Us vs. The Other Guys.

It listed our lower sugar and higher electrolytes side-by-side with the market leaders.

That drink is currently valued at $5.6 billion.

Us vs. The Other Guys remains a simple, sincere way to show us what makes you better.


Should I send these straight to you?


GOBSMACKED is my weekly newsletter exploring copywriting through personal experiences and what we’re seeing in the wild. 

(Almost) every Monday, I share observations on creative work, copywriting trends, and advertising, along with a handful of pretty examples.

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