Everything in business begins and ends with the word.
These days, more than ever before, the request for the polished word seems to arrive with static directives:
"Write this. Sell this. Market this. Promote this. Have the results in my e-mail tomorrow..."
Whether working on the production or partner side, I have always leaned toward being more relaxed on the deadlines of the copywriter group over any other department or creative team.
Understanding needs and wants and taking them to the blank page takes an amazing amount of attention and some years of well-honed skill.
The work of copy continues to be understanding the goal, the media, the audience and all of the possible delivery methods. It takes time and substantial communication ability. It also takes an approach that's unique to good wordsmiths.
Writers, really good ones, have few variables in the great scheme of things. They create ideas and images from within a fixed set of tools. Their workable dictionary hasn't changed much over the past several decades. Nouns are nouns and verbs are still verbs. Acceptable punctuation has become more aggressive, and I like the options...
Writing for the Internet adds some new challenges as the fundamentals are now - and will be - in flux for years. As heady as these challenges are, I believe if copy works in traditional media it can, for the most part, easily translate to the Web.
|"In the long run, we hit only what we aim at."
- Henry David Thoreau