How to Write the Best Copy for a Client

"I don't think most people understand new lanses well, in part i think they don't understand im," he says. "Everybody's in a big hurry to get to the damned copy." He adds that all the stuff you do before you write the copy is infinitely more important. 'You're able to make that possible, not just by scooping it and venting it, but by being there'