Many corporations have become increasingly sophisticated at mimicking service while selling. The real test might be: If the company vanished tomorrow, would their content still matter to anyone?

The paradox of simplicity is that it is inherently complex. As marketers and strategists, we must embrace this paradox and continually strive to find the sweet spot between simplicity and complexity.

Copywriting should be conversational—from one person to another. Because complexity is overrated and underperforming. And conjunctions naturally stand out.