FIRST let me say, ONE can love great typography.
But beyond the letter, concept should always follow through with great words and great visuals. I write out my ideas in long hand, sketch & design in ballpoint pen, then follow through with animation whenever I get the chance.
I like selling, but I enjoy telling even more. Let's get to the invitation. Click. Like. Engage. Capture. Click again, and spread the word. Oops! You just bought something.
I call this approach, thinking like an ad person, but writing like a real person.
Of course, every brand has a story to tell. I just hope I get to be the ONE that tells yours.