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)

Copy is emotions, stories, and truths. Those are the things that stick.

Product advertising explains the product to me. Brand advertising explains me to me. (via John Bevins)

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

Product advertising explains the product to me. Brand advertising explains me to me. (via John Bevins)

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)