Make who stick, the Client or the Consumer?
As a copywriter, a huge responsibility rests on your shoulders: a) to present your client’s brand in the best possible way, and b) to offer a benefit to the consumer without resorting to puffery or being fake.
When put that way, it is difficult to please both. So, I would rephrase that by saying offer a genuine benefit to the consumer and make him aspire for the product.
When the consumer is happy, you can safely assume the client will be too.
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