Copy Should Be More Than Clever.
It should engage. Motivate. Charm. Most of all, like my photo of the Robert Moses Causeway to Fire Island, it should emotionally connect people to the brand. Then compel them to return again and again. After all, when you feel good about something, you want more of it. My work, which wins both awards and market share, does that. And does it consistently in a conversational, story-telling tone. In all media. In all client categories. Before hitting the beach, cross the bridge to the rest of my site and see for yourself.
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