ASH AMBIRGE

Author, CEO & Founder

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Make 50% of the Population Hate You

In: Online Marketing

“Make 50% of the population hate you.”

My editor reminded me of this the other day when we were talking about the main argument of my book. (And then I immediately wanted to tongue her.)

Because that’s what arguments do, after all: they stand in opposition to something. They take a stand, plant their flag, and proclaim something they believe to be true—that, by design, not everyone will be able to agree with. You don’t want everyone to agree with you: you want people to charge down the field with you. But that doesn’t just require an army: it requires an enemy, too.

No matter what you’re working on—a website, a brand, a book, a course—you need an enemy. You need 50% of the population to side against you. This is a radical departure from the way we’re used to thinking: how can I make as many people as possible like me? (As you twirl your hair and offer some dude a Kit Kat.) But this is the thing about making something that’s compelling: it can only be compelling to some. Otherwise, what you have isn’t compelling: it’s generic. And the last time I checked?

Nobody fangirls over Great Value.

Nov 9

2012

Call Your Fucking Tribe. (Quickie Friday Piece of Ass)

For my WRITERS–at heart, by trade, or in their wildest, rowdiest, wettest dreams. Because it’s Friday. And this short video will be the most important thing you do all day. (You can’t fool me – I know nobody’s really working.) This is why I do what I do as a copywriter. This is why the […]

2,757 READS
In: Online Marketing


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Oct 19

2018

Make 50% of the Population Hate You

“Make 50% of the population hate you.” My editor reminded me of this the other day when we were talking about the main argument of my book. (And then I immediately wanted to tongue her.) Because that’s what arguments do, after all: they stand in opposition to something. They take a stand, plant their flag, […]

540 READS
In: Online Marketing


READ MORE >>

Oct 16

2017

She Wrote the Book On It

At my retreat in the Cotswolds, this past summer, I gave everyone salmon-colored Kate Spade notebooks that read on the cover: She wrote the book on it. It’s a theme I teach and live and breathe and bleed. Everyone’s always asking, “How do you market yourself? How do you get people to notice you?” (For […]

639 READS
In: Online Marketing


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Oct 29

2012

Sexy Matters. Whether You Like It Or Not.

Sexy matters. We hate to think that’s true. We look at the girl strutting down the sidewalk, who’s obviously “trying too hard,” and we silently disapprove. But it’s not because she’s trying too hard. It’s because she makes us feel inferior.  To soothe our egos, we immediately start telling ourselves the story that we’re “better,” […]

2,173 READS
In: Online Marketing


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Jan 20

2015

Clear vs Clever Copywriting is a Big, Fat, Bloated Myth (And a Scapegoat for Subpar Writers)

I’m a very dirty writer. Not Fifty Shades of Grey dirty, but dirty in the way that I put sentences, thoughts, ideas together. My process is wild. Sexy. Free. Undomesticated. And while I wish the reason were because I’m just such a clay-faced, crochet-bra-top-wearing, sun-worshipping bohemian soul (I am laughably not), rather, it’s because I […]

3,198 READS
In: Creative Writing for the Internet, Online Marketing


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