I've been writing marketing, advertising and public relations copy for 25 years. Have the ways we've gone to market and interacted with customers changed? Absolutely. That's why I never take my finger off the pulse of all things marketing. Digital. Print. Broadcast and Public relations. Yet, there are time-tested principles that apply to all. Research. Know the product and its best customers. Apply time-tested formulas. Write clear, concise, conversational copy. Use words that sell. Test and track everything possible. Experience and know-how that pays off for my clients.