Make your words work. Make your words count. And make your words dance.

Vikki Ross, copywriter

Valence

Noun. The intrinsic attractiveness (positive valence) or aversiveness (negative valence) of an event, object, or situation. The emotions popularly referred to as “negative”, such as anger and fear, have “negative valence”. Joy has “positive valence”.

Copy is a direct conversation with a consumer

Shirley Polykoff, copywriter (H/T Vikki Ross)