If copywriting was practiced like American medicine


If advertising copy was written the way medicine is practiced in this country, we’d have many more copywriting specialists; each expert at a very specific part of the copywriting practice. For example, we’d have copywriters who are experts at headlines. Then we’d have copywriters who are experts at body copy. Also copywriters who are experts at tag lines. We might break this specialization down...

If copywriters billed like hospitals


First, I would charge my client for my writing services. Then, I would bill him or her separately for the use of my computer. That would be followed by a charge for the use of the facility in which I do my writing, which is my house. If I also happened to ask my brother what he thinks of what I have written for my client, that would necessitate a fourth billing. And if I should offer visual...

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