Why I want to talk to your people

Conversation, NYC, 1970

Good copywriters will talk to you. They’ll ask you questions that will draw out useful information. They’ll be bloodhounds on the trail of wounded meat. They know what they’re after: the pieces of information that matter most to your clients. Once they’ve found it, the good copywriter retreats to his lair to write.

Great copywriters want to talk to your people. They know that you don’t know everything, so they want to talk to Jane in the stockroom, Greg in customer services and your most loyal customers. Great copywriters know that the best way to reveal the heart of your business – the heart that must be captured, contained and displayed on the web page – is to delve deep.


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