Cody Griffin, CEO of Griffin Copywriting and Marketing Solutions, expanded on this shift to me. “This is why an increasing number of successful brands are moving away from direct response copy tactics to what industry experts are calling emotional response marketing,” he says. ”Your funnel doesn’t have to be complicated, but what most marketers fail to do in their copy is meet their market at their current level. It’s vital to relate to where your client or customer is now versus where they want to be and how your product or service will help get them there. Doing so will result in more conversions, more sales and success with your funnel.”