Think like a copywriter

The value of great copywriting goes well beyond the mere alchemy of distilling ideas into a remarkably tiny amount of text.

Poets and novelists might get all the glory, but copywriters are probably the ones best equipped to mobilize the English language for dramatic effect.

For starters, copywriting (especially for adverts) requires a concision that simply doesn’t exist in other forms of writing. Brevity in any form of writing is a challenge — and it’s one of the reasons nove…