Anyone can generate content. But it takes training (and talent) to turn content into copy that shines. Content is information. Copy is information and imagination and presentation and differentiation. You don’t get great copy without sweating the small stuff. “Genius,” after all, “is 1 percent inspiration and 99 percent perspiration.” Well-thought-out ideas, well-selected words and well-written sentences project believability, originality, intelligence and humor. If your copy doesn’t have personality, you’re leaving brand equity on the table. A distinct voice helps increase customer loyalty, rally employees around your goals and objectives, and open doors for future business opportunities. Gist works – and reworks – to get details right. Make it your go-to agency when good-enough copy just isn’t good enough.