Your personality is your competitive advantage. Your edge. Your special sauce. (Even better than sweet chilli and hoisin.) It’s time to leave traditional tendencies and conventional communications tucked up in bed with a cup of Horlicks and the lights off. To magnetise your dream clients, turn them into addicted fans and buyers, and make your mark on the market, your copy needs to ooze personality. It needs to seduce, it needs to delight, and it needs to convert. Because pretty strings of sentences mean nothing if they don’t make pretty piles of money.