Start with a press ad, then blow it up… and it’s a poster!

Stick it in an envelope…and it’s direct mail!

Film it… and it’s a TV ad!

Animate it… and it’s interactive!…

Great copy makes the reader feel good. Write for one person. Your print run may be seven million but only one person reads your copy at a time. Stay relaxed and friendly, and maintain a consistent tone of voice.