How copywriters write copy

Copywriting, much like making an omelette, shoplifting or choosing an analogy, is one of those things that seems easier than it actually is.
But, just as you’re likely to be stopped in Waitrose with a shit-load of artichoke hummus shoved down your tracksuit, most people will find it remarkably easy to get copywriting wrong. And that includes copywriters.
You see, while copywriting may seem like the kind of task you could bash out during the big morning wee, it actually requires so much dis