But I also think about what the right words are and then what the better words are because sometimes the better words aren’t what you might think the right ones are and what’s said before and after those words and whether this one just v i b e s with the design we’re going for and whether people will even know that word and, hey, I know this word usually has an apostrophe but doesn’t skipping it just fit the creative so much better?

That’s what a good copywriter does: Learns the rules of language in order to break them. Because communicating a feeling through words stretches so far beyond definitions and grammar, and it exists well beyond a good headline. It’s the journey of how we get there.