Expressing Yourself in Your Copy

David Garfinkel writes a good summary of the importance of expressing yourself in your copy.
He starts off the post talking about a fortune cookie he received that said, "Magic will be created when an unconventional person comes to stay."

It is true, that being seen as different will get you more attention than if your copy looks like everyone elses.

Whether you are a socially responsible business owner or healing professional, your copy needs to indicate what is unique or special about your product or service. If you don't know what characteristics are unique or special, ask some of your customers or clients what they like about you or sit down and brainstorm with a business colleague or your employees.

I find that a lot of my clients don't fully understand what is unique about them until we engage in a discussion about it. Sometimes it takes a while to identify what is different about what you offer and sometimes you need to change or modify what you offer so that it is different.