Good copywriting is a combination of smart, concise writing ability, thorough knowledge of your product, cause or idea, and alignment with your marketing objectives. Informed by research and immersed in your brand story, exceptional copy is crafted to inform, inspire and motivate your prospect. Attention grabbing headlines engage the reader, compelling them to read more. Benefit-oriented text makes the reader see themselves with your product, or living in your environment. Fresh, cliché-free and invigorating copy—whether it’s a website blurb, ad headline, sell sheet or blog post—will build loyalty, inspire trust and reinforce your brand story. Your words should invite the reader in, and take them on a journey through your world, make them want to stay, or come back soon.