In print ads, the need to be personal becomes less apparent. After all, you are talking to the masses, aren’t you? But the fact remains that you are indeed talking to a single individual—that person reading your ad. And he or she is listening to a single individual—the person who wrote the ad. So it is essential that you write your copy as if you are writing to that single individual. Your copy should be very personal. From me to you. Period.
