On the Challenge

tools of the COPYwriter's trade: Ballpoint pen and pencil

Advertising is unlike most forms of communication in one significant way. When you create an ad, you have to anticipate that readers and viewers assume they don’t want your message.

So the first goal of any ad is to coax people into paying attention. 

You can accomplish this goal in two ways: First, by offering something of value, something people want—product information, for instance.

And second, by communicating in such an immediate, interesting, compelling and creative way that people willingly pay attention.

This last point. That's the challenge.