When it comes to writing effective copy, trust matters now more than ever. We’re not just telling a story, we’re having a conversation with people — we’re talking, we’re listening and, hopefully, we’re understanding.

Messaging plays a vital role in how brands build up that equity with customers over time, but telling your story and staking your own claim about what sets you apart in the marketplace requires nuance.

  In The Art of War, Sun Tzu wrote, “If you know the enemy and know yourself, you need not fear the results of a hundred battles.” While obviously written for a different audience, many professionals recognize how applicable Sun Tzu’s classic is to the business world.In the corporate setting, this particular quote is especially […]