This search made me realize how much I desperately love Enji, the marketing software this marketer folds into my own business.

This isn’t some “I played with a free trial for three days, and now I’m an expert” review.

This is: I use Enji. I pay for Enji, and have since mid-2024. I build my marketing life inside Enji.

So let’s talk about why.

As a copywriter and strategist, I’ve been exploring what “unreasonable hospitality” means beyond food and service industries.

Here’s what it looks like in online business:

What is the actual job of this Black Friday promotion?

Some real, solid answers might be:

• “I want a quick cash injection before year-end.”

• “I want more people in my world—email list, community, low-ticket ecosystem.”

• “I want more book sales so I can boost my rankings and reviews. Best seller here I come!”

• “I want to do something special for my existing audience as a thank-you.”

Those are all valid. Strategy loves clarity.

And if you’re like so many driven, bootstrapped, or just plain curious business owners, you’ve taken a course. Maybe twelve. You’ve learned the basics. You’ve practiced writing headlines. You’ve dipped your toes into conversion copy. You even learned the importance of brand voice (hallelujah).

Rad. I love that for you.
Hell, I love that for me too.

But what comes next?

I’ve seen it again and again in client sites: contact pages that collect digital dust. And worse, if you run your site through an SEO checker, that page will light up with a giant red flag: not enough words.

Search engines don’t know what to do with your lonely “Contact Me” page. Users don’t either. Which means… no clicks, no clients, no connection.

Copywriting is often taught as a formula: headline, pain point, benefits, call-to-action. And sure, those formulas are helpful. They give structure. They keep your copy pointed toward conversion instead of wandering into “cute but useless” territory.

But when you rely only on frameworks, your writing process can start to feel mechanical. The words tick boxes but lose their spark. And copy without spark doesn’t sell—it snoozes.

That’s where process comes in. Not the cookie-cutter process someone sold you. Your process.

Here’s the interesting part: I’ve had collaborations in that exact space work beautifully.
I even run a whole summit steeped in that world.

Why did hers flop while mine thrived?
Not because one of us is better. Not because one of us is “more clear.”

You might’ve hired a copywriter.
Or followed all the formulas.
Or lovingly dotted every “i” on your website and sales page.

Your copy might check all the boxes.

But still? No clicks. No sign-ups. No sales.

Why?

Let’s just come right out and say it:
“Brand voice” is having its main character moment.

With AI cranking out content faster than you can say “Canva caption,” the question isn’t should you define your brand voice—it’s how soon can you.

Because every founder, content creator, and small-but-mighty team eventually runs into the same sticky problem:

Let’s talk about the humble lead magnet.

It’s supposed to be the gateway drug to your world—the thing that makes someone say,
“Oh hey, I like how this person thinks. Maybe I do want more of what they’re offering.”

But too often? It’s a PDF graveyard.
Another half-baked checklist.
A glorified opt-in box that screams, “I made this because someone on Instagram told me I had to.”

If you've ever landed on a website and thought, “Wait—what am I supposed to do here?”—congrats. You’ve experienced what happens when UX copywriting is missing.

And if you’re wondering, “What the hell is UX copywriting anyway?”—you’re in the right place.

When it comes to AI and writing, we’re not short on opinions.

Spend five minutes on any corner of the internet where writers hang out, and you’ll find a few familiar refrains:

If you’ve been in the online business space long enough, you’ve likely been told that you "need a strategy."

Which sounds important. Sophisticated, even.

But ask five people what strategy actually means, and you’ll get five different answers

Your business has grown.
Your audience has shifted.
You’re juggling more clients, more complexity, maybe even a team.
(And if you’re solo again after trying to build a team… I see you, too.)

But you’re still using the same plug-and-play launch timeline from three years ago.

And here’s the truth no one wants to say out loud:
Copywriting, on its own, isn’t enough anymore.

Let’s talk about why and what to do instead.

Because staring at a flatlined conversion rate is the entrepreneurial equivalent of watching your coffee mug slip from your hands in slow motion...

Have you ever had one of those "oh sh*t" moments? You know—coffee in hand, dashboard open, conversion rate at... zero?

Yeah. Let's talk about that.

So when the news hit a few days later that Woodstock ‘99 had turned into a full-on disaster—fires, looting, assaults, complete chaos—I wasn’t shocked.

Even back then, I could see the misstep.

Now, with grown-up eyes and a strategist’s brain, I can see exactly what went wrong. And it’s something I see in online businesses, brand launches, and even social media strategies all the time.

You ask for help in your mastermind, coaching call, or group chat. You’ve hit a snag in your marketing strategy, and you’re genuinely looking for clarity.

Instead? You get a firehose of ideas.

“Have you tried a webinar funnel?”
“Oh! I just saw someone launch with a live challenge—maybe that?”
“Ooh, add an open house! Worked wonders for my friend!”

It’s well-meaning. It’s enthusiastic.

And it’s a complete waste of time if it doesn’t start with one thing

Back in the day, if you opened a shop on Main Street, everyone passing by would see it. You didn’t need a marketing plan—you just needed a sign, a solid handshake, and a little word-of-mouth from old Mr. Jenkins at the hardware store.

Now? The internet is not Mayberry.

If people are landing on your site from social media, a podcast, or an article you wrote elsewhere, they’re walking in with a certain level of awareness. If what they find doesn’t align with where they just came from, you lose them.