People don’t trust advertising. Rightfully so. Most of it is crap. This is a copywriter’s greatest challenge: To help us better understand with whom we are engaging. Once I get that, I get why, when, and where people are and aren’t paying attention to our product. Then, I turn to writing my way into something true about the product. Is it a good product? Is it a bad product? Why does it exist? What good can it do? An endless queue of questions. It’s laborious, mind-numbing and I couldn’t love it more.🤓

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