Welcome!

You’re about to learn exactly how to wield the powerful tools humans created to make things happen.

Words.

Below, I’ve put together a few pointers to help you.

It’s structured in an order to help things click.

But you can jump around the sections as you wish. The navigation menu is on the left if you’re on desktop, and it’s behind a burger menu icon in the top right if you’re on your tablet or phone.

You can read the whole thing on your phone if you like. But, the examples in tables work best on desktop.

If I could twist your arm, I’d recommend reading the first three sections in Foundation, in order, before doing anything else.

The foundation is my atomic ethos.

It covers:

• Your reader
• Atomic Copy
• Atomic Author

If I could twist your arm a little more I’d recommend absorbing my writing principles next.

My seven principles never change, no matter what I write:

• ad sales copy
• blog articles
• investor pitch decks
• LinkedIn bios
• cold emails
• LinkedIn posts
• newsletters
  
  

I always refer to these principles.

I hope you do too.

From here you can jump around the following sections as you see fit. But if I could twist your arm so much it might snap off, I’d recommend reading the What to edit section before the How to write section.

Because, if you at least remove the things that suffocate your copy, you give your reader a chance to see the value lost in the clutter.

In this section I go into detail showing you my editing tactics. Each of the sub sections comprehensively show you exactly what you must remove from your copy, and why, to give it any chance of being read.

You’ll learn all the things school didn’t teach you:

• What to cut
• What to keep
• What to keep that you could cut

You’ll finally know how to be concise, clear, and understood.

And all with examples to show you exactly what I mean.

In this section I go into detail showing you my writing tactics. Each of the sub sections comprehensively show you exactly how to bring your copy to life, and why, to stop people getting bored or scrolling past.

You’ll learn all the things school didn’t teach you:

• How to be fresh
• How to be interesting
• How to be memorable
  
  

You’ll finally know how to get attention, write with emotion, and leave an impression.

And all with examples to show you exactly what I mean.

So if you’re ready to learn one of the most powerful tools any human can learn, grab a coffee, and let’s begin.

But not with words.

We begin with