Copywriters Podcast

Today’s show is important for everyone involved in copy. It’s especially important for the big thinkers, the visionaries, the big-picture people. We’re going to talk about a subject that makes some people quake in their boots. And that subject is details. They are not as easy to deal with for some people as they are for others. Details do not seem as important as The Big Idea to a lot of marketers and copywriters. And listen to what people say about details. The famous architect, Mies van Der Rohe, said “God is in the details.” He also said, “Each material has its specific characteristics which we must understand if we want to use it. This is no less true of steel and concrete.” So you can see he was really into details himself. Then there’s the famous saying people say a lot on TV and in movies, and also every day in real life. That saying is: “The devil is in the details.” So right there, we have details spanning the moral spectrum from God to the devil. Clearly, they are important. But the questi