Consider the complex character of strong copy. One day it drives home its point with forceful simplicity. On another day, it scores with rock-the-boat boldness. Come back later and you might find it in a playful mood, making a good-natured pitch for an act of self-indulgence. Well-crafted copy taps into the hearts and minds of readers and delivers stories and messages that make compelling human connections. When done right, it can inform, provoke, inspire and…
