The good copywriter is an enthusiast The good copywriter is an enthusiast. But he must be an enthusiast who can jam the brakes on his imagination. That’s not always easy - yet it is essential. Controlled imagination doesn’t mean to say that an advertisement must be dreary or commonplace. Quite the contrary. But imagination run riot leads to more obtuse advertising than anything else.
The moment The good copywriter recognises only the moment that counts.	The challenge The good copywriter can settle down quickly in a new job.	Research The good copywriter admits that market research can help him.
Precision The good copywriter abhors the woolly phrase	Humour The good copywriter must have a strong sense of humour.	Empathy The good copywriter is a sympathetic person
Sympathy The good copywriter conveys his sympathy	Knowledge The good copywriter knows his markets.	Enjoyment The good copywriter enjoys his job.
Enthusiasm The good copywriter is an enthusiast.	Versatility The good copywriter is versatile	Passion The good copywriter is never satisfied.