By Andrew Boulton

Not unlike fire-fighting, neurosurgery and being in a boy band, the profession of copywriting contains some pretty fleshy existential angst. Which finger should I type with today? Have I chewed this pencil or is this someone else’s saliva? Does this cardigan make me look bookish enough?

But undoubtedly the most toothsome amongst our gnawing professional anxieties is this one simple question: is anyone even reading this?

Copywriting, done correctly, is the distillation of a block of knowledge and insight hefty enough to club a meteorite into a tidy pile of astral crumbs. It is the accumulation of brand and market Read full story ›

Source: The Drum