In another article, Hatch takes out after marketers who should know better, but still skimp on professional copywriting. He writes:
I once had a client...who thought very little of copywriters. "Just create some verbiage," he used to say with a dismissive wave. I was reminded of an old story:Read the rest at "Professional copywriters are worth their weight in gold"
"What do you do?" a guy at a cocktail party was asked.
"I'm a brain surgeon," was the reply. "What do you do?"
"I'm a writer."
"Ah," said the brain surgeon. "I've often thought that when I retire I'd like to try some writing."
"And when I retire," said the writer, "I plan to try a little brain surgery."