Great Campaigns Start With Great Copy

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

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)

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)

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

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