Nobody cares! Your reader isn’t eagerly waiting for your [marketing] copy. In fact, they’d rather not read it at all. You have literally seconds to capture their attention before it jumps to something else.

Copywriting is like a bridge. On one side is the person who will read your copy. On the other side is you, along with whatever you’re selling. Your job is to get the reader to cross the bridge.

As a copywriter, you create the ideas that give marketing its soul.