Easy to read, hard to write

Good copy is conspicuous for being inconspicuous.

It doesn't shout but does stand out.

It's a familiar voice, even though writer and reader have never met.

It's an act of empathy as much as one of writing.

It's simple – but not easy.

It's like this new ad from Eve:



12 lines stuffed with clear, concrete benefits, within a sale as soft as one of their mattresses.

To those persuaded enough to buy, enjoy sleeping with Eve – and have fun saying that to your other half.


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