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Jun27
Copywriters copy first
David Ogilvy writes in his book Ogilvy on Advertising a piece of advice he received from Helmut Krone on the fine art of copywriting:

...until you've got a better answer, you copy. I copied Bob Gage for 5 years...And Bob originally copied Paul Rand, and Rand first copied a German typographer named Tschichold .

In other words, if you're just starting out, you will accomplish more by copying the styles of your elders and learning from them -- instead of trying vainfully to "push the envelope."

Agree?

1 Comments/Trackbacks




I agree. It's like learning any skill in life, from eating solid foods onwards. You copy first, then practice, and innovate when you know the basics inside-out.

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« Hard sell copywriting for Apple? | Main | Advice on the art of KISSing »

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