A waiter's line today reminded me what good copy actually does: "Get the fish. It came in this mo...A waiter's line today reminded me what good copy actually does: "Get the fish. It came in this mo...
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A waiter's line today reminded me what good copy actually does: "Get the fish. It came in this morning." No "delicate flavors," no "culinary experience" — just one specific, true detail that gave me a reason to order.
That's the standard I write to: real detail over generic language, because it's what actually gets someone to choose the dish, the room, the place.
20+ years in hospitality. Now writing copy that works the same way.
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