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