Author: Evgeni Asenov

Bob Knight didn’t believe in luck. He believed in preparation. Working with a freelance copywriter is the same. Being a copywriter and marketer by day (and night) thought me that a great copywriting brief is what sets apart stellar copy from low-quality writing. But with all the time you have to spend preparing a copywriting […]

A great brand promise reads to your customer precisely as if they wrote it. It’s punchy, somewhat short, goes straight to the point and it aligns with their purpose in life. A brand promise is also hella hard to write. In the eighties, Ogilvy shared what, to this day, might be the most valuable thirty-eight-point […]