Copywriting: An Exciting Blend of Creativity, Common Sense, and Hard Work -- Who Can Say What "Copy" Is? There Is No One Answer -- The Copywriter Is an Important Member of the Marketing Team -- You're Saturated with Market Data. Time Now to Do Your Copy Planning -- Advertising's Creative Duo -- Art Director and Copywriter -- Headlines: They Attract, They Inform, and They Sell. It's Vital to Write Good Ones (Part A) -- Headlines: They Attract, They Inform, and They Sell. It's Vital to Write Good Ones (Part B) -- Body Copy: Where Buyer Convincing Takes Place (Part A) -- Body Copy: Where Buyer Convincing Takes Place (Part B).