When a copywriter should step back

A copywriter thinking

A very fine copywriter in deep contemplation

It may seem odd that in just my second post for the Ink Well I should write about copywriters having no business getting involved in certain marketing activities. But that’s exactly what I’m about to do.

In most instances I think a writer is an essential member of any marketing or communications group whose objective is to persuade, disarm or enlighten. If they – the copywriters – are not wielding influence, they should at least be wielding a pen with vigorous intent.

At least. Continue reading