An illustration of the author wearing a face mask and the text "Black Lives Matter" in a speech bubble

Bifurcation

I’ve recently learned from Margo Aaron that good copy bifurcates, which is a fancy word that means to divide or fork into two paths.

Basically, what this means is that good copywriting lets you know whether or not it is for you or not for you.

So if you’re looking for someone who isn’t afraid of talking about bowel movements, eating an entire jar of sauerkraut, or 80’s slime toys as lessons to learn about leadership, marketing, empathy, and impostor syndrome, then welcome to the fold.

If not, then peace out!

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