When you’re doing your best work with your clients, it can be magical, sacred. There’s almost something holy about what you do, like you aren’t there at all.

And that’s what your clients love most too — those moments of transcendence in the work and the relationship.

The best businesses always originate from an attitude of service, and has talked many times about putting your customer’s needs before your own.

But if you try to talk about this sacredness in your copywriting, it doesn’t make an impact.