Conor Flynn: Advertising? In a word, it’s about not trying too hard
AS a copywriter I spend a large part of my day thinking about words. As a human I spend a large part of my day using words.
The difference between the two situations is that in the first I analyse each individual word that I use over and over again whereas in the second I usually use the first word or collection of words that come into my head.
But in advertising we would like to think that our copy sounds more like the second scenario than the first.