It’s been said that to be a great copywriter you have to be part salesman and part entertainer. But that’s not all.

You have to make love to the English language, yet never make your wife jealous. Write hot, edit cold. Eschew obfuscation. Avoid adverbs.

You have to be a cook. You have to make sure your ideas are fully baked and then boiled down to their essence. And then be prepared to chop them up some more.

Honesty is mandatory. Dedication is a given. And though it’s not necessary, it helps to be nice. But that’s not all. After you pack all of that into your day, you must sleep long enough to have interesting dreams.

I suppose it would help if I had a great radio voice. But nobody’s perfect.