Copywriting: Perform Brain Surgery

Writers who don’t care about their readers are “outed” by the ignorance or benign nature of their copy. So, writers must have integrity.

If technical products and gadgetry bore you, for example, and you can’t stand spending time around folks you perceive as geeks, then writing to sell technically oriented products is bad for business — yours and your client’s. And if you have no interest in kids, the last thing you want to do is write for a kids’ toy catalog. That’s where integrity comes in. And writers must be prepared to turn down work if it turns them off.