Sunday, January 14, 2007

Do copywriters just write copy?

The Copywriter Underground offers An Underground Manifesto The Copywriter Underground: Copywriting Beyond the Words

Good reminder. But the copywriter has always worn many hats. Ever since John E. Kennedy told Albert Lasker: "Advertising is salesmanship in print," the copywriter's role has been to sell, market, promote... not just to "write."

As writers, we are always tempted to be "creative." But if you're spending your client's or employer's money you have an obligation to bring a return on that investment.... not to show your friends and colleagues how brilliant you are.

Still fell compelled to be a "writer"? Do what Richard Armstrong did: Write a novel... in your spare time.

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