Sean Farrelly

I've audited enough wellness websites now to notice a pattern. Everything gets along. Founder's lovely. Process is lovely. Outcome's lovely. So are the testimonials. By the end of the homepage I feel like I've spent ten minutes trapped inside a hug. Nothing stands...

If Your Copy Feels Dead, It’s Because It’s Got the Texture of Dry Toast

You ever walk past a bakery and suddenly forget your own name?

That’s sensory anchoring.

One whiff of cinnamon and boom, your brain’s making love to a memory from 2003.

That’s how strong sensory detail is.

It...

If Your Copy Feels Dead, It’s Because It’s Got the Texture of Dry Toast

You ever walk past a bakery and suddenly forget your own name?

That’s sensory anchoring.

One whiff of cinnamon and boom, your brain’s making love to a memory from 2003.

That’s how strong sensory detail is.

It...

I've noticed something strange on wellness websites.

Nobody seems to age.

Everybody is permanently six months away from becoming a better version of themselves.

Read enough of these sites and you'd think life is one long queue leading directly to better sleep, more energy and inner...