Day With A Pro - Catalog Copywriter (1,290 words)

"Take pet phrases or words and use those words over and over again," says Kotowski. "The writers get bored, but the readers don't."

Writing

After his intense preparation, Kotowski sits down to write. Tucked away in his office, Kotowski begins the process by working out phrases and words on an artist's notebook. He chooses unlined notebooks, rather than lined, because they appeal to him in a natural, organic way. After the phraseology is developed, he works backward. First, he makes the offer or call to action, then writes the supporting copy. Kotowski says many writers hate the transition from writer to salesman required to write sell copy, but that is where the deal is sealed.