Copywriting is a largely internal pursuit. And yes, it’s largely solitary. But there is a certain amount of teamwork that takes place, and just as much “brainstorming” as, if not more than, you’d get in any bullpennish office with folks flinging headlines and ideas back and forth at each other, just to test them.
The teamwork takes place between me and my client, me working off of information and feel that I’m getting from them. The bullpenning takes place in my head. It’s loads of fun, honestly.
Most rewarding about the process is the one crystallizing moment, kind of like the ping you get in your ears when a four-part harmony comes together, when you’ve struck the right tone for a line of copy or for a brand whose voice you’re trying to nail down.
If I’m doing my job right, this happens with all my clients.
Sometimes, I get to use the process on myself.
I ran out of business cards recently.
Here’s what they used to look like, and say: