The ridgeline photo proves you belong in the category. The story that sells lives in the second photo: the workbench, the first order, the person who makes the thing.
Read itCategory filler language is the most expensive copy you can buy, because it costs real money to produce and does no work once it is live. Here is how to spot it on your own site and what to write instead.
Read itMost small businesses and nonprofits already have a voice. It just never made it out of one person's head. Here's how to define it, and the content system that keeps it from drifting.
Read itSix Maine and New England outdoor brands, the exact lines that make each one recognizable, and the ten-minute test you can run on your own copy.
Read itBrand sameness gets treated as a marketing problem. On the buyer's side of the counter it is a purchasing problem, and it can be the reason a season of work ends in a small order and no reorder.
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