Doing the work to write bright bold statements and supporting copy for your business will hone in and uncover your brand’s voice. Determining what you want to say, then deciding how you’re going to say it is that first HELLO that completes your brand impression. That’s what connected “copy” is and it’s the voice of your brand.
In my experience, copy that’s enjoyable, readable, invitational, and shows signs of offering some level expertise and truth is what will make your copy connect with the reader. Connected copy should always be about the “why” and not the “what” or the “how”. The “why” creates an emotional connection, because the “why” is personal and it speaks to the benefit your customer will receive by doing business with you.