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Great Campaigns Start With Great Copy
Know your target audience. Not intellectually, but intuitively. Think like them, empathize with them, identify with them. Because at some level, the reader needs to like the writer. (via Mary Wear)
Rachel Karten • Great Campaigns Start With Great Copy
Copy is emotions, stories, and truths. Those are the things that stick.
Rachel Karten • Great Campaigns Start With Great Copy
Product advertising explains the product to me. Brand advertising explains me to me. (via John Bevins)
Rachel Karten • Great Campaigns Start With Great Copy
One of the most popular Link in Bio interviews is with Arin Delaney and Madison Palasini, the copywriting duo behind FONZIE. When I asked them about campaign copy, they told me, “We think of those big, juicy taglines as punchlines. It’s very similar to joke writing. A meandering story suddenly becomes crystal clear when you hear that final line. Sa... See more
Rachel Karten • Great Campaigns Start With Great Copy
copy studio - nail the tagline first
Product advertising explains the product to me. Brand advertising explains me to me. (via John Bevins)
Rachel Karten • Great Campaigns Start With Great Copy
Read your copy out loud to yourself. If it helps, pick up a phone and pretend you’re presenting the copy to someone on the other end. (via Adrian Holmes)