Hello, I’m David.

Marketer by trade. Human by default. I think a lot about how we say things.

If I’ve said it once …

… I’ve said it a thousand times. Here are my marketing mantras.

Benefits over features

Focus on solutions, not products.

People hate homework

Make information easy to find and understand.

Be Obi-Wan, not Luke

Be the hero-maker, not the hero.

Check out my latest blog posts.

Ampersand or “and”? Here’s what to do.

Meet the en slash, empty period, and protest comma.

Why red ink is a red flag for readers.