Good copy communicates more than even the most arresting visual. Spicy and rich, it adds nuance to your message. Pictures grab eyes; copy makes the sale. 

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There are writers who have big ideas and don't care too much about the technique of writing. There are writers who are all about mechanics and form, but don't think too much about what they're communicating. I try to be a bit of both, bringing fresh thought to the problem of writing copy that  communicates, while it strives to inspire.