Hey, copy is a set of words that tunnel their way into your brain, then make a sharp beeline somewhere lower inside your body. Good copy comes to a screeching stop in one major place, and it's right here at my microphone. My company Creed is that copywriting is for humans. I don't care what you're selling, but we as human beings all of us, we love stories and delight and triumph. Great copy breeds emotion, emotions support action, and actions translate into sales. Our mission is to terminate boring, bland, stale, and ineffective copy around the world. No less. Why are corporate bios so boring when people's lives are invariably interesting? This company cannot stop talking about itself, its products, its services, its offerings, its qualifications, it goes on and on and on. To me, it's kind of like being on a bad date with a guy who can't stop going on about his accomplishments. You know, as much as I love Mr. Word, sometimes he's in the way, as no actual words were harmed in the making of this slide. First you want to ask yourself, does anything not line up with my objectives and if it doesn't, throw it out. Next you want to toss out everything that is weak, obvious, or cliché. If you are finding that 50% or more of your competitors are likely to say the exact same thing, then I invite you to take refuge in your ability to go deeper. Raise your hand and join me in declaring war on meaningless corporate content. Keep it up there to join me in declaring war on boring corporate bios and websites that say nothing. If you do take some thought and get strategic behind your copy, then you can stand out. You can be relatable and you can hopefully be unforgettable.