Recently, I wrote a TV script. While writing it, I asked if a certain phrase needed to be included. The simplest answers would have been: ...

If you need three headlines, you should write at least 300. But if you're going to write body copy, don't throw out the 297. Just be...

A week ago I was called in to help do some finessing on a big pitch. One of the things I was asked to do was to write body copy for the ads....

Art directors need to understand and respect copy. Copywriters need to understand and respect art direction. Account planners have to be cre...