Before the story of the ugly duckling, there was the legendary Asian classic of the blue heron. The awkward fledgling abandoned her flock to spend time in solitude gathering wisdom. She emerged years later with a deliberate, smooth flight and elegant beauty. In some cultures the blue heron is representative of a messenger. Like the blue heron, excellent copywriting takes a rough collection of ideas and transforms it with original thought, meticulous industry research and unrivaled creativity. It is the ultimate promotional tool to entice your audience to pursue your product, service or position further.