Great copywriting must first acknowledge the environment in which it will speak. In general, the reader or listener today has heard it all and has very little patience for more. To be heard, the copywriter must respect the media in which he or she is working, the target audience and of course the needs of the client. The copywriter is a "hired gun" who must speak and listen for the client, which requires both listening and research skills and the work ethic to find the value in what the client has to say. (Read: The Difference Between Advertising and Art.)
Inherent in the above is the need to be an honest, objective source of information and feedback for the client. (Read: The Fiduciary Responsibilities of the Advertiser or Commercial Artist.)
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