Veteran copywriter Steve Hayden nailed it when he said, “If you want to be a well-paid copywriter, please your client; if you want to be an award-winning copywriter, please yourself; if you want to be a great copywriter, please your reader.”
Strangely enough, advertising copywriters have ignored his ‘between the lines’ advice altogether, with most opting to please the client. Pick up a newspaper or magazine on any given day and you’d think all the ads were written by the same person. One long list of features bridged with terms like ‘What’s more’ and ‘But that’s not all’.
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