One of the best examples I can give is a story I read about a blind man begging in the streets of New York City.
Sitting slumped against the railings with his head down and a tin between his feet, a cardboard sign read: "I'm Blind." His tin contained a few pitiful coins as most people passed by without a thought.
A copywriter on his way to work stopped and wrote a few words on his sign, then carried on his way.
Moments later, people were dropping coins into his tin. Eventually his tin was overflowing with coins.
Curious, the blind man asked the next person to read out his sign. The stranger said "sure, it says: It's a beautiful day and I'm Blind."
what does a copywriter do?
francis newman explains...
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