"Great advertising
is the expression of deep emotional sincerity."
—Storm Jameson
Joy is nothing if it's not authentic.
Same goes
for passion, compassion, empathy, enthusiasm, goodwill—the whole range of emotions that make the best copy powerfully persuasive.
Value
props are just props without much value if they lack a deeper purpose—to connect with the consumer on an emotional level.
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Great copy is more
than data.
It’s
desire and fulfillment. It's purpose and passion. It sells because it tells a
story that strikes a chord with the consumer.
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Great copy keeps it
real.
It intrigues, informs, inspires, and instills a sense of wonder in the target audience. Wonder about a product or service. Wonder at the ways it can make life easier, richer, and more rewarding.
It’s what real copywriters do—and world-class brands embrace.
