heh, sent this to the boss who likes to pen up the copy.

It amazes me how undervalued copywriting is. So many people think that, because they can write, they are good copywriters. Good copy is extremely hard to write and bad copy instantly makes a product/poster/website look amateur.

This was terrific. I personally haven't found people who overtly claim to be great writers. I think it's generally a blind-side most teams have, though. They don't realize this could be a competitive advantage.

excellent article :) thanks for posting that Dan :)