How To Write Ads, Reports, Blogposts and Scripts That SELL

Why Most Content Gets Ignored

You’ve heard of the 80/20 rule? It’s worse than that.

Truth is, 95% of content gets ignored.
Because it’s predictable, padded, and dull as a wet sponge.

If your content reads like it was written by a polite intern using ChatGPT with safety gloves on?
You’re toast.

The Secret to Writing That Sells Without Sounding Salesy

The best content doesn’t feel like content. It feels like a conversation.

That means:

Write like you talk
Keep it casual, sharp, punchy
Break up big blocks
Use short sentences
Speak straight to the reader, not at them
Skip the Tolkien-length intros. Skip the Harvard references. Get to the damn point and make it land.

 
Hooks That Grab Like Velcro

If the first line doesn’t hook me, I’m out.

Every sentence should lead to the next. Your subheads aren’t decorations. They’re mini billboards keeping the reader locked in.

Don’t write:

"We care deeply about our customers and have over 20 years of experience."
Instead:

Write what makes your reader stop and go: “Wait, that’s about me.”
Which brings us to the rule most people forget:

 
Make It All About Them

No one cares about your story, your mission, your dog, or your office culture. They care about how your offer helps them win, avoid pain, or get what they want faster.

The second your content becomes self-serving, you lose them.

So:

Talk to their pain
Focus on what they get
Show how life is better after reading your stuff
That’s when they keep reading. That’s when they convert.

 
Cut the Bullshit, Address the Doubts
The reader has objections. Always. They’re skeptical, busy, and expecting you to waste their time.

So address that up front.

Be real. Be honest. Don’t pretend. Just show.
As the great David Ogilvy said:

“The consumer is not a moron. She’s your wife.”
Your job is to tell the truth in a way that makes people pay attention.

 
Want Help Making Your Words Sell?

I write the kind of content that gets read, remembered, and acted on.

Whether it’s emails, ads, blogs, reports or funnels — if your content isn’t converting, let’s fix it.

I’ll review what you’re doing, show you what I’d change, and map out how we can make it hit harder — zero pressure.
Words matter. Let’s make yours do the heavy lifting.