Right upfront, I’ll admit I’m unabashedly old school. I learned the craft of copy writing the old fashioned way, from a mentor over years of on-the-job training.
I believe that every purchase decision is an emotional one. Once that decision has been made, the customer will fill in the rationalization. Opening that emotional connection is the key to closing the sale.
Specificity, meaning and the power to provoke thought long after a line has been read make for the best kind of copy. And the best kind of copy is what I strive to produce every day.