It’s all very well being able to write. Obviously us copywriters have got to know what we’re writing about. But we’ve got to have a good instinct for how the words land. How will readers interpret the copy? Will they get lost in the jargon? Have you missed a key detail/word? Have you given one thing two different names?

Having the skills to think critically and push back when it’s necessary is just as important as copywriting. If not more so. If you haven’t got the messaging right and an instinct for the response, the words are wasted.

For your copy to work harder, pick a copywriter who knows how to think critically. Pick a copywriter who knows when to push back and when to not!