I did this to my dog.

Copy and strategy are like peanut butter and jelly.

Or maybe it’s more like peanuts and whatever else makes up peanut butter. The point is, you can’t have good copy without a good strategy propping it up. Yes, some days my goal is just to kick out stop-in-your-tracks headlines and powerful, pithy body copy. But those days are balanced by strategic thinking and planning that make sure those messages hit home with their intended audience.