In the vast spectrum of amazingly gifted and honed copywriters, are two who sit in opposition on a certain subject:
Eugene Schwartz emphasizes creativity in every book, recording, interview he's ever done on copywriting (or all that I've come across), even stating in his book, Breakthrough Copywriting:
Copywriters must have verbal creativity to "name the still-undefined... capture a feeling, a hope, a desire, a fear in words... focus emotion and give it a goal."
While Gary Halbert said in one of his seminars:
(I'm paraphrasing from memory) "If I could do one thing today, it would be to squash the creativity of every individual in this room. I'm guessing you don't want to be creative, but that you want to be rich."
What's your take on this? Where do you sit in this spectrum?
Looking forward to your thoughts,