Lesson One:

The Big Picture

Our kind of copywriting

Writing matters, but then we would say that, wouldn’t we?

In this lesson we describe our take on writing today, we define the writer’s job, and we suggest a manifesto for our kind of copywriting. It’s the foundation on which the rest of this book is built, so read this first and what follows will make more sense.

It’s sometimes said the world is “post words.” If that’s true then copywriting belongs in the past, along with other quaint relics of yesteryear, like quilt making, folk dancing, or marrying one’s close cousins.

“Post words” is an intriguing idea spoiled only by the inconvenient fact ...

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