In a noisy world, every word, phrase and sentence you write needs to sing. This means your copy must be pitch perfect. I’m often asked what a copywriter does, usually by my dad, who as a builder by trade has never really been able to get his head around how words can earn you a living. I would pick up the nearest item with a label on it and tell him: “See those words? That is copywriting.” In fairness, that answer does copywriters a disservice, because I’ve oversimplified it massively.
