What's the problem? How are you going to solve it? Answering those questions gives me the tools I need to write copy that can empathize. If a person sees the ad — five, 10, 15 minutes later, what's the one key thing they'll take away? If they're unsure, your ad has failed. The stickier your message, the more successful your campaign. Everything has to ladder back up to that.
Cosmo Iannopollo,, Copywriter, Response Marketing, New Haven, CT
Lisa Merlini