Having written in the sporting world, for corporate marketing, adult education lesson plans, and entertainment, I know how to make concepts stick.
Audiences are smart. They are well-equipped to parse through what information is important to them and what’s not. To make an impression, the message has to feel familiar to them, or they need to find a new meaning in it. Clear, candid writing brings the right message back to the people.
The rules of good copy change with the trends, the message, and the audience. Get yourself an expert on all three.