The good copywriter knows his markets The good copywriter knows his markets. He knows how the ordinary man and woman lives. He knows the sort of films they like, the types of books they read, their favourite radio show, their ambitions, their greed and their generosity. He knows what makes them tick.
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.