Quit talking about your modality- 10/7/25 When I lived in Central California, I did home health and drove in small towns. I remember there was a chiropractic clinic in a town of about 10k. The sign said, “we offer laser treatment.” This was wasted sp...

The author and marketer Dan Kennedy asked his audience one time what the most important criterion was when he wrote an ad or promoted a product. The answer was a hungry audience. Think about the hot dog vendor outside a football stadium after the gam...

Every time I drive on the Interstate, I see one billboard after another. I remember when I lived in Los Angeles for a few months. My area was off Interstate 110 which goes from San Pedro all the way to downtown. I saw billboard after billboard for p...

A couple years ago at the grocery store, I was in the beverage aisle and I saw a can of water that said Liquid Death. The font looked like a tombstone and it had skull on it. The motto was “murder your thirst.” Like any curious copywriter, I immedia...

A couple years ago at the grocery store, I was in the beverage aisle and I saw a can of water that said Liquid Death. The font looked like a tombstone and it had skull on it. The motto was “murder your thirst.” Like any curious copywriter, I immedia...

Since Donald Trump announced his bid for president in June 2015, he’s been in the news every single day. He gets the attention he wants because he’s polarizing, and he says thinks that rile people up. Earlier this year when he began his second presi...

Not too long ago, I had a conversation with the owner of a physical therapy private practice. He told me why he started the business, what his vision is, and how he’s getting patients. The problem, he said, wasn’t getting patients. He said he was ge...

Websites need a lot more stories and emotion (see How I write episode about AI in June 2025)- 9/28/25 I visited over 150 healthcare websites over the past week and here’s what I noticed. Generic copy like, “look your best” (medical spa) or “brig...

A few years ago I decided to work part-time at a small physical therapy practice outside of Houston. When I arrived, nobody was there except the manager and somebody at the front desk. There were no patients in the waiting room, and the clinic was e...

One of my favorite business books over the past year was the book Profit First by Mike Michalowicz. The idea is that you should determine how much profit you want to make first, and then adjust all other expenses. For example, if you want to make $10...