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Well-made copy bespeaks a well-made product.
And I think people know it in their bones.
I think people want to feel the warmth of a human presence — to
know there's a real person in there somewhere.
I mostly write long copy — I think length is almost a
requirement for involving the reader deeply enough to care
about your brand.
Generally, you won't catch me using puns. I think a pun in
a headline is usually a substitute for having anything to say.
I think plenty of advertising photography and art direction
rises to the level of art. I think advertising writing seldom
does.
I'd like to change that.
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