2. I spend a long time studying the precedents. I look at every advertisement which has appeared for competing products during the past 20 years. 3. I am helpless without research material—and the more “motivational” the better. 4. I write out a definition of the problem and a statement of the purpose which I wish the campaign to achieve. Then I go no further until the statement and its principles have been accepted by the client. … 12. I am a lousy copywriter, but I am a good editor. So I go to work editing my own draft. After four or five editings, it looks good enough to show to the client. If the client changes the copy, I get angry—because I took a lot of trouble writing it, and what I wrote I wrote on purpose. Altogether it is a slow and laborious business. I understand that some copywriters have much greater facility.
