Imagine this scene. Your sales rep is making a personal call on a prospect. Its visual design may be terrific. Of course not. Only top-quality, professionally written copy can represent you best.
Good copy works inside peoples' minds.
What people think determines what they buy. Professionally written copy in your ads, P.R., literature, video scripts and speeches represents you like a polished, articulate sales representative. It speaks eloquently for and about you, your company and your products. How to judge copy. Because copy is a way of communicating from one mind to another, the best way to judge its effectiveness is to experience how it influences your thinking, emotions and actions.