Hunt for revelations about what your audience needs, but communicate what they want in a way that resonates. 
Why the copywriter's job is to uncover a product's "inherent drama", then transform it into something new. 
Why the longer an idea survives, the longer it lives.
Why breakthrough creative ideas happen when you challenge and reverse obvious assumptions in your industry.
As Judith Martin AKA 'Miss Manners' put it, "It is far more impressive when others discover your good qualities without your help."
Why the advertising industry should get back to basic principles like "Let the idea drive the media, not the media drive the idea." 
When you train your mind to think like a copywriter, you "Learn to look at things as if you had never seen it before in your life". And this will…
If your copy doesn't affect people's feelings, it isn't communicating. It's just a bad, boring, ignorable sales pitch. 
Whenever you think you only have two options, being creative opens new possibilities. 
Millions of web pages and ads are unread, ignored and abandoned. The reason? First paragraphs. This copywriting trick gets first them read.
Why instead of looking to your competitors for copywriting inspiration, you should break conventions to lead your industry. And that requires writing…
A shocking social experiment from a British charity. And why negative ads grab more attention than positive-framed ads.