Every dating app says the same three words. Find your person. Then they all swipe, match and paywall in the same chirpy, desperate voice. No wonder everyone's exhausted. Here's what it sounds like when an app actually gets it.

Some copywriters get briefed on a vibrator and write like they're describing a kettle. Others get briefed and can't stop winking. Both leave a bad taste. Here's how to talk about sex like the most unbothered person in the room.

Most brand emails are all foreplay and no follow-through. Here's why email still out-earns every other channel, what makes a subject line worth opening at 2am, and where the money actually hides. Hint: it's not the platform.