Articles

Marketing, positioning, the craft of writing, and what AI actually changes about the work. Plus the occasional personal detour, some of it going back to 2020.

Writing

Copywriting techniques that make web copy work harder

Positive framing, power words, headline formulas and the two words to delete from your mission. The copywriting techniques I keep using, with examples.

Marketing

Customer research for copy: where to look and what to ask

Where to find the customer language that makes copy work, plus the questions worth asking on a customer call and how to turn a transcript into copy.

Marketing

How to earn trust and persuade a buyer on one page

Social proof, ratings, testimonials, risk reduction, objections and pricing psychology: the tactics that make a visitor trust you enough to buy.

Marketing

Your design decisions are conversion decisions

Great copy only works if people can find it and act on it. Buttons, contrast, menus and choice counts: the design fixes that get your words read.

AI

How I use AI for B2B marketing, and why most marketers are still on Level 1

AI for B2B marketing in 2026: 94% of marketers will use it. The differentiator isn't adoption, it's autonomy. Here's the ladder, and where to climb.

Marketing

How to write a startup positioning statement when you only have 3 customers

How to write a startup positioning statement with only 3 customers. A founder-friendly framework for sharp positioning before product-market fit.

Marketing

The 'do everything' trap: why multi-channel marketing kills early-stage B2B tech startups

Most startup marketing strategy mistakes come from running five channels at once with no positioning underneath. Here's how to pick one and prove it.

Marketing

Why your startup's content strategy isn't working

Most startup content strategies fail for the same reason: they start with a channel, not a customer. Here's what to fix first.

Marketing

How to define your ICP when your best customers found you by accident

Most early-stage B2B tech founders don't define their ICP: their ICP finds them. Here's how to turn accidental customers into a deliberate target.

Marketing

The founder-led sales playbook: from 0 to 50 customers without a sales team

Founder-led sales isn't a fallback while you can't afford a rep. It's a strategic advantage: if you do it deliberately. Here's the playbook.

Marketing

How to write a messaging guide your team can actually use

Most messaging guides collect dust because they're full of principles instead of sentences. Here's what to put in one that actually gets opened.

Marketing

How to audit your positioning when something feels off

Traffic but no conversions. Demos but no closes. Often the problem isn't the product or the sales process — it's the positioning. Here's how to diagnose it.

Marketing

How to map your customer journey when you have no data yet

Most customer journey frameworks assume you have analytics and months of data. Pre-revenue, you have none of that. Here's how to map the journey anyway.

Marketing

How to build a content engine that runs on two hours a week

Most founders can't sustain a content strategy because it was built to run at full speed or not at all. Here's how to design one that survives real life.

Marketing

LinkedIn for B2B tech founders who don't want to become influencers

You don't need daily inspirational content to make LinkedIn work. Here's the version that builds pipeline without becoming a full-time job.

Marketing

How I publish one success story every single week (and how you can too)

Since April 2025, I’ve published a new case study every single week. That’s nearly 20 unique customer stories that our sales team can use daily to book demos…

Personal

How social media shaped my career and changed my life

Five years ago, I was living in Bolivia. I was working as a teacher and living a fairly normal life until the pandemic hit and everything turned upside down…

Marketing

Top 3 Tools for Building Your LinkedIn Personal Brand

LinkedIn has become the place for entrepreneurs, sales leaders, and managers to showcase expertise and grow their networks. But consistently creating quality…

Marketing

Some thoughts on business and marketing

With AI rapidly taking over many of our tasks, I believe it’s more important than ever to stay focused on what truly matters and what is the right way of…

Personal

Preparing a 30-day Veggie Challenge

In the month of March, I won’t be eating meat. Here’s a short post about the little research I’ve been doing going into this veggie challenge.

Marketing

Apply These UX Laws to Increase Your Conversions

Optimising conversions has a lot to do with creating a better user experience. Follow these 10 UX rules to improve tour website’s conversion rate.

Marketing

How to Do Target Audience Research in 3 Simple Steps

Target audience research is an often overlooked yet crucial phase of any website copy project. Figuring out how to do audience research won’t only help you…

Writing

Fantastic Formulas to Make Copywriting a Tiny Tad easier

Copywriting formulas are not dead. They are very much alive. Both beginners and experts can benefit from them to save time and craft better messages. Learn…

Marketing

Ultimate SEO Guide for Beginners

The Ultimate SEO Guide For Anyone Who Finally Wants To Understand How It Works Discover everything from basic SEO strategy to advanced tips that will help you…

Marketing

Why Your Startup Content Strategy Fails and How To Fix It

A deep dive into startup content strategy: my experiences of why startups fail at content marketing, where things go wrong and how to fix it.

Marketing

How to Start an Interview Podcast

Tips and tricks on how to start an interview podcast. Based on my experiences, conversations and reading of relevant books.

Marketing

27 Writing and Book Marketing Ideas for Your First Bestseller

27 writing tips and book marketing ideas for those struggling to turn their first book into something tangible and worth buying.

Personal

Kjell’s 2021 Review

2021 in review. Things that worked, things that didn’t and a lot of other details that may matter to some but not to others.

Personal

More is Less

In the past year, I made many things happen. But at the same time, I was running away from life. I was always staying busy. Hustling, as they say. Every dead…

Writing

How to Make Sure Your Online Writings Fulfil Their Purpose

You spend hours writing. You pour your heart out trying to make an impact. For someone, for you, for your business. But no matter how hard you try, it doesn’t…

Writing

How to Write Clearly for a Wider Audience

The more you learn about the writing craft, the harder it seems. Back in kindergarten and the early days of primary school, you learnt how to hold a pencil…

Marketing

From Niche to Personal Brand

Niches are a blessing and a curse. Finding their niche has been a welcome boost for many creators. But for how many has it been a roadblock? How many gave up…

Personal

A Short Biography: “What If?”

A short bio about the last five years of my life. How small things had big influences. And how I became a freelance writer.

Personal

28 Lessons About Life

Today, I’ve completed 28 laps around the sun. Here are 28 things I’ve learned on that journey (in no particular order). It’s ok to change your mind. I thought…

Personal

Just Start Doing It

I just found one of the best productivity hacks yesterday. Kind of random. Now, this isn’t something extraordinary. Actually, it’s rather simple. And this is…

Writing

106 Lines of Advice for Writers

This is a list of the best writing tips on the internet. It’s a mix of common advice and personal insights from famous and not-so-famous authors.

Writing

David Perell’s Three Plates of Ideas

David Perell says online writers should serve three plates of ideas: samples, appetizers and the main course.

Personal

How To Control Your Environment And Work from Home Without Distractions

How I set up my virtual, mental and physical environments to control distractions while working from home.

Writing

The Best Way to Say It Review – Joshua Lisec

This is a review of Joshua Lisec’s course: The Best Way to Say it: How to Write Anything From Blogs to Books with Epic Persuasion Joshua Lisec is the world’s…

Writing

Write This Not That by Joshua Lisec

This is a review of Joshua Lisec’s course: Write This, Not That: The 45 Anti-Persuasion Mistakes You’re Making (And How To Fix Them). It’s the perfect starter…

Writing

How I Write Long-form Content

A step by step guide to writing a blog post or essay: from idea generation and research to putting everything together.

Writing

Write the Best Essay You’ve Ever Written

How to review your draft? Follow these four steps to turn your early draft into the best thing you’ve ever written.

Writing

Which Words Should You Cut from Your Writing?

An overview of words to avoid when you write an essay. Deleting these words adds reduces the fluff and adds a lot of clarity.

Writing

How to Write with Clarity

Clarity makes your writing stand out. Use these five simple tricks to get started and write with clarity.

Writing

The Power of Words

Words are powerful. They are more than a symbolic representation of objects or abstract things. Words can make you smile; words can make you love. Words can…

Marketing

Creating A Landing Page — Community Tips

Tips from marketing experts and the community on creating a landing page that will sell and won’t scare away the readers.

Writing

Why People Write

An atomic essay that explores the reasons why people write with 10 examples from online writers.

Writing

La Creme de la Creme of Writing Advice

The quality of your writing will never be the same again after you read these 18 articles.

Personal

Living in the Present Moment

A reflection about what dogs can teach us about life.

Personal

How I Get to Inbox Zero

Do you dream of inbox zero but always have 1000+ unfinished emails? I don’t. Dealing with the idea that I might be missing an important email or might fail to…

Personal

The Anti New Year’s Resolutions Guide

What will you change next year? Already making your New Year’s resolutions? Stop now. They don’t work. Start making changes now.

Personal

How To Get MORE Out Of Your To-Do List Or Calendar

Struggling with a to-do list or calendar? Use this hybrid approach with extra benefits.

Personal

Three Productivity Lessons From Keeping A Journal

By keeping a journal I learned a thing or three about productivity. I explore the benefits of breathing, focus and avoiding social media.

Personal

Three Changes To Become More Productive

I analysed how I was spending my time and how it affects my productivity levels. I decided to make three changes to become more productive.

Personal

The Best Three Talks about Flow State Summarised

Very short and applicable tips about flow based on some of the best talks about flow state. Learn to induce a flow state.

Personal

Why you Should Live with the Bare Minimum for a Day

Try to live with the bare minimum for a day. Prepare yourself for the worst to find out that it’s likely not as bad as you’d expected.

Personal

Top 3 Easy Time-Saving Hacks Part I

Use these three easy time-saving hacks to boost your productivity. Browse faster, communicate more efficiently on Whatsapp and watch more videos in less time.