1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
Good copy should do more than provide context. It should act as both conductor and train, leading the passenger along the narrative journey while also providing just enough room to fill in the gaps with personal experience. It should either be everything or nothing, be the concept or simply color it so sharply that afterwards, you can't remember what was image and what was word.