Copywriters are adept in English grammar, but do take liberties. They make complete sentences by using just verbs. They start sentences with conjunctions like ‘but’ and  ‘and’. They use split infinitives.

Copywriting is different from formal business writing, novel writing or journalism. In journalism, the task is divided among a reporter, sub-editor, lay-out artist, typographer and DTP operator. A copywriter’s task is an integrated one. He has to consider the entire ad copy consisting of headlines, body copy, illustration, sub-headlines, design, size and frequency from creative angle. He can be compared to a composer. His copy is a musical composition. A copywriter has to ensure that each note in it is in place, and adds to the tempo.