Want Better Copy? Go On A Quest! | Michel FortinWriting copy usually involves two major things: figuring out what to say and then how to say it. The second part is usually the easiest because figuring out what to say is often a whole lot harder than how to say it. It requires a lot of research, creativity, time, and, of course, “sales detective work.,” as my friend John Carlton calls it. But when I know what to write once I figured out what I’m
