Great post, Lucky!
I agree, people want to feel like they are being taken care of. They want their needs to be addressed and met by the company(s) they are doing business with.
I am in favor of edgy copy, copy that connects SO directly with your audience they
immediately feel you get them.
Edge copy can be:
Filled with sports metaphors, or
Wholesome and feminine, involving the "girl next door" image, or
Inspirational and conscious.
Have agreat day, LUCKIEST
Copy needs to be edgy in order to get an edge on the market.
We need to strike a balance between sounding warm and appealing to your clients
and turning away those who don't respond to your message.
Edgy copy is conversational. Your audience feels you are communicating with them.
The business owner will benefit from edgy copy.
Your potential clients want to get a sense of what it is like to work with you.
They want to know you are human, you are accessible.
Good luck, LUCKIEST