“Audience is everything. Write with a keen sense of the reader and you’ll create scroll-stopping content.”

“Don’t make misleading claims. Do appeal to people’s emotions. Because that’s what ultimately guides decisionmaking.”

“Stories are equipment for living. Use them and your reader will be grateful.”

“Brevity is a feat, not a shortcut. When you think your content’s ready, cut it in half, and then cut it in half one more time.”

“Humor is fun. And fun is memorable. And in the end, that’s the goal of good content.”