Writing is important, of course, and hopefully, the dialogue, anti-description, and subtext I created illustrates the enormous chasm between a human’s turn of phrase and that of a machine. But even so, if that chasm were to close — years or decades into the future, if ever — I hope every copywriter reading this finds solace in the fact that writing... See more

I learned this from Robert McKee. A hack, he says, is a writer who second-guesses his audience. When the hack sits down to work, he doesn't ask himself what's in his own heart. He asks what the market is looking for. The hack condescends to his audience. He thinks he's superior to them. The truth is, he's scared to death of them or, more accurately

... See more