The consumer is the only thing that matters

"Make it shorter and punchier". 

If I got a dollar for every time a client says these words when judging copy, I would be a millionaire.

But contrary to what many CEOs, business owners and marketers think... copywriting is not the art of pairing jargon and "punchy" words to meet a word count.

You see, copywriters used to have one job: To reframe or reaffir…