The good copywriter abhors the woolly phrase The good copywriter abhors the woolly phrase, the stale boast, the threadbare adjective, the mundane claptrap. ‘Finest in the field’, ‘Best in the World’, ‘500 years of tradition and service’… this sort of stuff is anathema to him.
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.