Archive for January, 2009

The value of the butter-up

Praise gets you more from creatives

Another little secret about us writers is, we don’t do it for the money. At least, not entirely. I have a whole folder in my email simply titled “Praise”. It’s where I save every compliment, atta girl and pat on the back my clients give me. I’m proud of doing a good job, pleased to […]

The voodoo we copywriters do



I’m often asked–and have often wondered–what makes me good at coming up with concepts that are interesting, evocative and effective. It’s funny how, for some reason, we’re all fascinated by the creative process, even those of us who are “creative”. How do you seemingly make something from nothing? How do you “move the needle”? How do you make someone take the action you want them to take?

For me, a lot of it is innate personality. It sounds like psychobabble but I truly am highly empathetic. I can sense the emotions of