It's never too late to learn the basics

A tip of my imaginary hat to John Kang, a fellow writer who I worked briefly with on Liftoff Energy. First off, I know that two copywriters working together is not the most appealing circumstance, but he was gracious enough to take the role of art director, as he had more experience with it than I did. There is always the potential of writing styles conflicting if the roles aren't well defined.

Kang brought me back to the basics by making me really ask, "What makes this product unique?" He made me slow down and be more methodical in my thought process, more focused. To move from feature, to benefit of the feature, to benefit of the benefit. And as a result, I feel like I can create more insightful ads.