Copy
Copy that makes you respond the way it’s meant to always feels as if had been written for you and no one else. You barely notice it. You just get what it’s saying. Because independent copywriters work on such a wide range of projects, pulling off this trick successfully is like having multiple personality disorder for a living.
The more convincingly I can assume the identity of the person you want a response from, the better I can convey the proposition. Because the brief and my imagination are usually all I have to go on, the quality of the brief and the commitment of the person who wrote it are everything.
The best work I’ve done has always been with people who care enough about what they are doing to really nail the brief.
