On the art of trying.
A break in our regularly scheduled programming.
Welcome to Voicemail — a newsletter about copywriting for B2B product marketers who want to bring their messaging to life.
In 2025 I’m reading some of the greatest advertising books ever written, analyzing the shit out of them, and reporting all the insights back to you. If that sounds like your jam, keep reading (it’s free!) or sign up to get these letters delivered right to your inbox.
Breakthrough Advertising by Eugene Schwartz, originally published in 1966
Long considered THE most influential copywriting book ever published, Breakthrough Advertising is a collection of lessons from one of the greatest copywriters of the 20th century. It’s been called, “the most important book ever written for anyone who markets any product or service in any medium,” by Brian Kurtz (a living copywriting legend).
Reading dates: January-February 2025.
Hey team,
Apologies, but this week I don’t have any Breakthrough Advertising content for you to read. I managed to get sick and am coming off a few intense weeks, so I just don’t have it in me.
HOWEVER. I wanted to share a video with you that I think everybody should watch, especially if you’re in a creative field like marketing or branding. It’s 10 minutes long, and frankly, I think it’s part of your professional duty to see it:
This ☝️ is something I’ve been thinking about a lot lately. As an unapologetic tryhard, I’m happy to see that creativity is flourishing right now in pop culture. I love the commitment to the bit. Sabrina Carpenter’s entire brand has me in a god damn chokehold and I love it.
It’s all a pretty obvious response to the state of the world. I know I think about throwing my phone in a river at least once a week, and that I’m not alone in that sentiment. It’s getting harder to distinguish what’s fake online, so I think more people are turning back to the undoubtedly real world that you can see, touch, taste, smell, and feel.
So, what does this mean for B2B marketing, branding, copy, and messaging?
A few weeks ago, I wrote to you about Schwartz’ main tenet of copywriting (and marketing): that our job isn’t to create desire — it’s to “take the hopes, dreams, fears and desires that already exist in the hearts of millions of people, and focus those already-existing desires onto a particular product.”
^That means that as marketers and message-makers, our main job is to be observers of how culture is changing, and map those changes back towards our product.
Right now, culture isn’t just changing like the seasons — it’s going through sudden seismic shifts. This last year especially has been a bit of a turning point. To me, it feels like we’ve finally shaken off the 20th century and planted our foot firmly in the 21st.
If you’re a marketer, it’s up to you to take note and respond. I know I am.
Personally, I’m hopeful to see more companies lean into the human experience. I hope we see more creative swings and commitment to big visions. I know I’m biased as a writer and a creator — but I do genuinely believe that your People and your Personality will be the things that set your brand and messaging apart.
So the point?
Now’s the time to try hard in your marketing, and to let your audience see you doing it.
Show your human side, and watch the human response in return. 💖
Thank you for being here. ✨
I know your inbox is crowded, and I take your subscription seriously. Thanks for bearing with me while I wax poetic about the current state of creativity.
If you have any feedback, ideas, questions, or suggestions, hit reply and let me know. I want this to be the best damn marketing newsletter you read every week, and 2025 is the year of leveling it up.
Appreciate you. Have a great weekend.