What does it take to be a salesperson? A car? A clean shirt? The ability to say “ask” rather than “aks,” or “you” rather than “youze?” That’s a start, I guess.
What does it take to be a great salesperson? Empathy? The ability to listen? Purpose and confidence? Believability? Yes to all.
What does it take to be a copywriter? A pen? Microsoft Word? A dictionary? A place that will run your ad? A reader? I reckon so.
What does it take to be a great copywriter? A heart? An ear? A nose (to smell the stale)? Experience with consumers? Experience selling? A steady hand? Huevos?
Yes, 7 times yes.
Words are powerful tools. We must choose each and every one wisely if we are to write great copy.