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Digiday: Copyranter: On crap copywriting

Becoming a good ad copywriter is really not hard. It’s much easier than becoming a good actual real writer.

Here’s how to become a good copywriter: Forget grammar (mostly), just write informally, like how people talk to each other. And as David Ogilvy famously supposedly said, “The customer is not a moron. She’s your wife” — which is a bit dated and sexist but just replace “wife” with “best friend.” This is a very important insight to remember.