https://hxcopywriting.com/letters/ Letters on words, selling, and staying human in the AI era. By Jef van de Graaf. en Thu, 10 Sep 2026 19:35:00 +0700 https://hxcopywriting.com/letters/007/ https://hxcopywriting.com/letters/007/ Thu, 10 Sep 2026 19:35:00 +0700 It doesn't matter what tech stack you build on because none of 'em guarantee results. Your buyer only cares about three things: intent, message, and position. https://hxcopywriting.com/letters/006/ https://hxcopywriting.com/letters/006/ Wed, 02 Sep 2026 17:49:00 +0700 Costco's price tags are a code: .97 is a corporate markdown, .88 is the local manager, and the asterisk means it is never coming back. Five behavioural principles hiding in a warehouse. https://hxcopywriting.com/letters/005/ https://hxcopywriting.com/letters/005/ Thu, 27 Aug 2026 13:12:00 +0700 A mentor told me to watch for black butterflies. I saw them everywhere. That's the Baader-Meinhof phenomenon - and naming your reader's butterfly beats retargeting them into the ground. https://hxcopywriting.com/letters/004/ https://hxcopywriting.com/letters/004/ Thu, 20 Aug 2026 15:47:00 +0700 Copywriting does not force people to want things. It influences people's decision-making and how they weigh their options, risks, and timing. https://hxcopywriting.com/letters/003/ https://hxcopywriting.com/letters/003/ Thu, 13 Aug 2026 12:21:00 +0700 SDRs scout, AEs close, CSMs care for the account. A copywriter hunts alone — how one page of written persuasion does the work of a whole B2B sales team. https://hxcopywriting.com/letters/002/ https://hxcopywriting.com/letters/002/ Wed, 05 Aug 2026 13:37:00 +0700 A teacher's label, a locker-number mix-up, and the Pygmalion Effect: why buyer personas make your copy focus on people's worst habits. https://hxcopywriting.com/letters/001/ https://hxcopywriting.com/letters/001/ Thu, 30 Jul 2026 20:43:00 +0700 Is all AI writing slop? No — and letter #001 is where Jef van de Graaf explains what actually died. Dear stranger, you're still here.