"Good advertising
creates emotion."
—Deborah Wahl, ex-CMO, McDonald's
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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AI-accelerated, human-centered.
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AI is like another copywriter to direct. Sometimes the copy is great, sometimes not so much. The onus is still human—adapt, refine, rebalance. Great copy and creative keeps it real, with ideas that may be AI-accelerated but must be human-centered—real, relatable, response-triggering.
Bottom line: Embrace the technology, retain the humanity.
