Don’t write
“Just because you’re called a copywriter, don’t start thinking about writing. The best copywriters are often highly visual. After all, a newspaper ad is just a blank sheet of paper in which you can do absolutely anything you want. As long as it makes a point.”
And don’t be scared to fight!
“People don’t like the great ideas. They’re original. Which means they’re unfamiliar and therefore frightening.
This explains why mediocre advertisements sail through without touching the sides, whereas people always find a million and one reasons why a great idea should never run.”
It’s opinions like this that made James Lowther one of the best copywriters in the UK, and one that I greatly admire.