There is a romantic version of copywriting that I find very entertaining.
The brilliant copywriter sits alone in a dimly lit room, perhaps wearing an unnecessarily expensive sweater, waiting for inspiration. Suddenly, the perfect idea arrives, brilliant words pour onto the screen, and a few hours later an irresistible sales campaign exists.
I have been in marketing for a long time, and I have some disappointing news. Most great copy involves considerably less divine inspiration and considerably more digging around.
