It might come as a surprise to hear that copywriters don’t usually posses psychic powers. Which is a shame because we could often do with them!
I want to achieve the best possible results for my clients but in order to be successful in that aim, I need information. All too often I am left staring at a brief which is a triumph of minimalism. I pray earnestly for the onset of clairvoyance but my prayers are never answered! I then ask a series of questions in order to elicit the information that I need and I may or may not get the answers. I write what I think is required and cross my fingers.