Been forwarded this email? Subscribe here! Hello there 👋 How's it going? If there's one thing that's become a bit of a theme in client conversations recently, it's this: more and more brands are feeling the squeeze. Remember that glorious period in the mid-2010s when customers were actively seeking out new brands to try? That seems like an eternity ago now. 🎶 Ri-dit-di-do-words-good 🎶 Cost of living crisis, Covid, Brexit, bumpy global economies... it's all added up to make customers spend a...
about 2 months ago • 11 min read
Been forwarded this email? Subscribe here! Hello there 👋 How's it going? Did you have a chance to check out the swipe file yet? If not, have a look! It's 101 bits of copy that we 💛 with full breakdowns of why they work. Check it out 👇 (Plus, we update it with a few new examples every week.) But this week we're jumping back into the world of copywriting, brand voice & AI to look at some of the things you can do to actually get AI to write in your voice. (New here? Catch up on previous...
about 2 months ago • 12 min read
Been forwarded this email? Subscribe here! Hello there 👋 Remember a few weeks ago when we said we were going to make our copywriting swipe file public? Well, after a hectic few weeks of wrapping up a project, kicking off a new brand voice and copy project and trying to spend every second we could spare on the swipe file... ... it's finally live! There's 100+ (101, but that's technically 100+, right?) copywriting examples from our favourite brands. There's everything from OOH campaigns to...
about 2 months ago • 2 min read
Been forwarded this email? Subscribe here! Hello there 👋 How's it going? If you missed last week's email, here's a quick catch up: for the next few weeks, we're going to be writing about AI and brand voice. (We realised that we started DWG to help brands do their words gooder, and in 2026, that sometimes means less writing and more getting AI to write better copy.) Last week we talked about why AI almost always defaults to writing copy that feels a bit sales letter-y. (TLDR: it's because...
3 months ago • 15 min read
Been forwarded this email? Subscribe here! Hello there 👋 How's it going? Before we get into this week's email, you might notice a little bit more AI-focused content around here. And look, we know AI isn't for everyone. Honestly, we're not 100% sure where we land on all the ethics of it all. 👆 This captures it better than we can. But one thing we do know is: every single brand we talk to is using AI to write their copy in some way. Maybe they're not using it for their really important stuff,...
3 months ago • 15 min read
Been forwarded this email? Subscribe here! Hello there 👋 Bit of a shorter one today, but a good one. But before we get into it, some exciting news: we're launching something in a few weeks and thought we'd give you a sneak peek. We're launching a public version of our swipe file 🎉 After our email on swipe files a few weeks ago, we realised that there was so much good stuff in ours that we were hoarding to ourselves. So we figured out a way to share it and make it useful. It's like a Pinterest...
3 months ago • 10 min read
Been forwarded this email? Subscribe here! 👋 Quick heads up: this email talks a lot about motherhood and mums. If that's a delicate topic for you, please feel free to skip this one. Hello there 👋 It's Mother's Day this weekend, which means that your feed and inbox (as well as our feed and inbox) is probably already full of mum-related messaging. And for the last year or so, we've been sitting on a draft of this email about Mother's Day copy, going back and forth on whether we were the right...
3 months ago • 13 min read
Been forwarded this email? Subscribe here! Hello there 👋 Before we get into today's newsletter, a quick heads up: we've got a last-minute slot for a two-week sprint opened up for w/c 2nd March (a client just pushed their project start date back a few weeks). So, if you've got a messaging headache or a copy project you want us to dig into, tackle and get ready to go live by the end of next month, let's chat. For context, a two-week sprint is usually enough time for us to: pin down and document...
4 months ago • 11 min read
Been forwarded this email? Subscribe here! Hello there 👋 How's it going? Quick heads up before we dive into today's newsletter, we've only got 2 spots left this month for PDP Punch Ups. ICYMI: our PDP Punch Up is where we take one product page and rebuild it in a day. (It's usually your hero product page, but it also works for landing pages, etc...) We’ll comb through your reviews, do voice of customer research and compare competitor pages to figure out the strongest messaging for your...
4 months ago • 13 min read