Oct 26, 2026 | Copywriting tips
Surprise, surprise. Effing up your marketing or communication definitely ISN’T good for your surf business. But… I’m of the staunch opinion that a well-handled email mistake can earn you more credibility than a perfect send nobody remembers. I open...
Oct 12, 2026 | Copywriting tips
Surf marketing is how a surf business gets in front of you, me and other surf nerds and gives us a reason to choose it over another. That covers surf schools, surf camps, shapers, shops, brands, retreats, hardware manufacturers and any other surf biz you can think of....
Sep 30, 2026 | Copywriting tips
You built the camp, school or retreat. You hired the coaches. Repainted the house or board storage shack. Got up at 5 am to check the banks and send messages to your team. Then a guest books through a platform… and up to 30% of what they paid becomes the...
Aug 6, 2026 | AI, Blog articles, Copywriting tips, Email and newsletters
How long is a piece of string? This is the answer a guy I once worked with used to give to clients. He’d say this in response to any question that had an almost infinite number of variables. At the time I thought he was being evasive. Dodging the question, so to...
Feb 19, 2026 | Copywriting tips, Email and newsletters
Most surf businesses use their newsletter for one thing: Promotions “New retreat dates live.” “Custom board slots open.” “Last spots for next week’s surf camp.” And you know what? I reckon that’s fine… when you’re just getting a foothold. But your email...
Feb 9, 2026 | AI, Copywriting tips
I’m not going to ramble on about the current state of marketing and AI. Everyone is across it. And if you’re not… god help you. But one of the most common questions I get from new and existing clients is about writing for AI. Or more specifically,...
