It is my opinion that the copywriter is the most important spoke in the wheel that is advertising. I’m a big strategy guy, don’t get me wrong, and brand strategy is the fundamental building block upon all selling must take place, but the copywriter is the persuader. The salesperson.
Is copywriting a lost art today? You betcha. And it is very sad.
I forgot who once said “That’s not writing, that’s typing.” but he summed up pretty well what’s going on today in copy. Many copywriters think their job is done when the facts are communicated. Perhaps with humor. Maybe even using the parlance of the target. Certainly with nice cadence and tempo. However, more often than not, they are not intoxicating the consumer with persuasion and truly creating disposition toward purchase.
Real copywriters can do this. The good ones still do. And the really good ones should be paid millions.