May 30, 2025 | Copywriting tips, Email and newsletters
After more than a decade writing copy for surf brands (from indie surfboard shapers to legacy wetsuit companies), I’ve seen the same painful pattern play out over and over: An email goes out. It’s got a great offer. The visuals are slick. And the team is PUMPED. And...
Feb 18, 2025 | Copywriting tips, Surf business marketing
There’s a book by a bloke called John Espirian that flew under the radar when it was released. This book, which I purchased on pre-release, is called CONTENT DNA. As per the back cover, John teaches us that by focusing on two key elements – consistency and...
Jan 13, 2025 | Copywriting tips, Surf business marketing
Surf business marketing is a niche within a niche, but there’s no denying that surfing’s popularity as a whole is growing in leaps and bounds. The increase in beginner-friendly boards, the building of wave pools, more remote workers than ever before and...
Dec 5, 2024 | Copywriting tips, Headlines
99% of copywriters will tell you that headlines are the most important part of any piece of content. But what exactly makes them important? Well, that’s what we’ll discuss today. Funnily enough, when I’m writing a newsletter, landing page or blog...
Oct 14, 2024 | Copywriting tips
The first time I heard the job title “copywriter”, I assumed it was somebody who copyrighted things. Now, 10 years older and (hopefully) slightly wiser, I know for sure its got nothing to do with patents or trademarks and everything to do with words. If...
Sep 25, 2024 | Copywriting tips
Launching a surf retreat, surf camp or surf product is no easy feat. But once you’ve got everything up and running, the next step is to make sure that your marketing efforts are as effective as possible. What do I mean by “effective”? In short, writing...
