You know that sticky stuff on the back of plastic cards, the ones you get in the mail? I used to collect those when I was a kid — no, not the cards — the sticky stuff. I called it my goop and I kept it in my jewelry box. Why? I liked that special feeling I got. Mail, to my door, for me to keep. So forget the card for just a second, and remember, it’s about the feeling you get tearing it off.
As a copywriter, I want my words to have goop.
