The right words will make or completely f*** up a campaign
What you write, the way you say it - all makes a difference to your campaign.
So often I see clients ( and their families and friends ) writing the copy. And that is fine but you need to understand something.
This is so much more than words.
We need to understand that copywriting is equal parts strategy and voice.
When I see creative briefs hitting the studio I always ask " Where is the Strategy!?"
So before you even attempt to write any copy, first write or review the strategy - Be Concise.
Otherwise you're not writing copy....you're just writing.
And isn't this a great time to start Doing it Differently?!