If Booth and Brennan were marketing?

I’d be reading the social posts thinking, Why does this feel slightly off?
Then I’d keep scrolling.
And Googling.
And clicking on someone else.

But Ross and Rachel?

I’m in.

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:

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:

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.

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.

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.

The ask was simple: fill out a survey. Easy. Plus, getting to be on the other side of market research for once? Hell yes! I love a good peek into what people are trying to figure out.

So, I did the thing. Got a thank-you. Moved on with my life.

Then, in the shower this morning—you know, that magical place where the hot water seeps into your brain and suddenlyyou have the best ideas? Yep, that place—it hit me.

That survey was still bothering me because... it was all wrong.

Done right, it connects with your ideal audience, answers their unspoken questions, and gently guides them toward a resounding “YES!” to your offers. It’s the unassuming powerhouse that’s always working behind the scenes, whether you’re presenting at a conference, sleeping, or binge-watching your favorite series.

But here’s the catch: your website only works this hard if you’ve set it up for success.