What makes a good copywriter? It's a vexed question.
Whatever your job, attention to detail is paramount.
As such, you may have been drawn by the potential slip-up in the above headline.
It would certainly have been possible to read it as a question. It has that certain 'sound'.
But rather than asking a question, I was merely stating a fact. Or, at the very least, an opinion.
Sound is important when it comes to language.
Bernie Watt, an erstwhile colleague, is a very good copywriter.
He is also a great musician.
When he writes, he instils rhythm.
It makes his work easier to read.
Of course, there are many other rules that go towards writing good copy.
Some are cast in stone, others cast aside.
But unless you make whatever you write easy to read, chances are it won't be read.
The fact that you've read this far must say something about my writing, if not my musical ability.
Maybe that explains why so much of what I write is crotchety.