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My brain on Bénédictine Let me tell you a story: In 1510, there lived a Benedictine monk who was gifted in alchemy. He wanted to create an elixir to lengthen life. So during his free time at the monastery, he mixed a few dozen herbs and plants with honey and

40 different one-sentence endings Did you know your brain attaches the quality of a piece of writing to the ending? It’s true. Hemingway knew this when he wrote the ending of A Farewell To Arms 40 times. That’s 40 different one-sentence endings. You see, he knew that if you didn’t

Don’t let bad repetition kill your copywriting Human brains are fascinating. (And apparently, zombies think they’re tasty.) When you read, hear, or speak… Neurons fire Pathways light up Connections are made The communication networks in our brains are so visually striking that they’ve been compared to mini universes. (I can’t

A tip for concise copy Some days, I’m purple with spite. I end up looking like Violet from the Willy Wonka movie. Sugar and spice don’t go with my attitude. For example, last year my neighbor cut down 26 oak trees on his one-acre lot. All the squirrels that used

Jumping to assumptions higher than a wide receiver. I like watching professional football. (Yes, I know it’s problematic. But old habits die hard.) I’m not invested in the game like some men. (Talk about emotional creatures.) I tune in for the commentary. While witnessing the Giants failed comeback 2 Sundays

Oh, French Fries! I ventured to an actual store last week. And while I was sitting in the customer service line, I noticed a kid standing to my side rambling about something. He was all of 3 years old and was pulling umbrellas out of the impulse buy rack. I