Actually, we’re very, very smart. Smarter than you.

What do copywriters write about when they really mean it? They write about…

  • Why a copy brief isn’t just a copy brief. Taken at its core it’s a design brief too. It’s an operating brief. It’s a beating-heart brief.  It’s the heart of the way the company operates. It’s the eyes looking towards where the company wants to go. It’s the brain. Why fragment things? Why make things difficult? Set out a brief. Market. Verb. Imperative.
  • Why clarity of expression is so important. Why some people write appalling – appalling – copy, comprising confused non-sentences that they then turn over to copywriters to improve. Improve? Rewrite. With a retro-copy brief.
  • Why everyone needs copywriters to help them out. Why copywriters are on the ball but no one else is. Why we can have ten minute meetings in which we sort stuff out while everyone else has half-hour meetings that get nowhere. Then everyone else is astonished at how quick we are. We’re not quick: we’re efficient. Actually, we’re very, very smart. Smarter than you.

That’s what copywriters write about when they really mean it. Then they wake up the next day and think…

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2 thoughts on “Actually, we’re very, very smart. Smarter than you.

  1. Great! I wasn’t sure about it at first – in fact I very nearly deleted it – but it’s the truth as I see it and that’s what blogging’s about I guess.

    Needless to say this is also why I blog anonymously in case anyone at my agency finds out what I’m saying…!

    Consider yourself added to my Copywriting feed btw.

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