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This is a list of some of the core principles that I think make one an outstanding copywriter (and a good person). Like any good list, I could keep adding to it all day. But here are 10 traits that I believe make a difference:
1. Humor is never out of place. Even in tragedy, humor becomes the light that reminds us of hope and strength.
2. Honesty and integrity will carry you further than greed and avarice.
3. Learning is a process that continues every minute of every day. To live is to learn.
4. The definition of good work is that it makes both the client and the provider happy. If either is unsatisfied, the job has failed.
5. It's ok to turn away a client whose values and principles conflict with your own. You'll never regret it, and you'll be better off for it.
6. The client is not always right. That's why they hire professionals. But the writer isn't always right either. That's why he needs clients.
7. Never re-invent the wheel. Sometimes, a thing is said right the first time, and doesn't need to be re-written.
8. Always give more than you were asked to give.
9. Always re-read your work, put it away, and re-read it again later. And if you can, work in another re-read before it goes to the client.
10. Money isn't a good enough reason to do anything. Motivation needs to come from other sources. I live, work, and produce by these principles. I think they make me unique in the writing and business world. And frankly, I could add number 11 to the list: Only work with clients who agree with these principles. That one is more of my personal mantra.
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