I follow my own dogma and it stems from understanding consumer psychology. Copy should focus on the target market’s needs, desires and struggles, using rapport-building techniques to pull them closer to your brand.
I do all of the above and more.
At the beginning of every project, I always make a huge effort to learn about my clients’ business and their consumers. Why? Because when you neglect your customers’ pain points, that’s when the revolving doors start spinning.
After this preliminary stage, I align the copy with your target market to create a compelling message that resonates with them.