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Rachael Yahne Christman's avatar

SOOO true - I'm a copywriter for major fashion brands, and it's crazy how often in the world I see copy that just doesn't make sense or resonate becuase it's...nonsense. It just sounds kind of pretty, sometimes. Meaning matters. Pace matters. I do the same thing with interest>conflict>resolution by always starting with: what's the unanswered want of the consumer I'm targeting?? What's their unspoken desire?

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Sanni Joensuu's avatar

I agree with everything you wrote! The basics are essential.

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