How is copywriting like writing and not

I just read this wonderful article on writing by one of our modern masters of the short story, Raymond Carver. Carver takes the most mundane subjects and makes them mysterious, using an economy of words. I wonder if Carver was a copywriter. The real difference, if you ask me, is that his words aren't selling a product. The words are selling, if you will, themselves. Carver goes on to say that "Some writers have a bunch of talent; I don't know any writers who are without it. But a unique and exact way of looking at things, and finding the right context for expressing that way of looking, that's something else."

Context means "with the text" So instead of winnowing out copywriters with questions like, "Do you have any experience writing about actuarial accounting for genetic testing labs?" it would make more sense to ask, "do you have a unique way of understanding this thing I'm selling that would resonate with my customers in context of their needs and desires?"

Marketers also need to think of their customers as an audience, when communicating with them. Think how you would feel if you were at a concert and suddenly, you're interrupted with a message from the sponsor. Would you want them to yell "FREE FREE FREE" three times. Ask yourself:
"Do I want to be yelled at?"
"Do I believe that?"
"Does that sound true?"
"Am I giving the person an idea they can focus on?"
"Am I putting the person to sleep with too much information?"
"Am I giving the person too little information?"
"Does the information relate to a need or desire the person has?"
"Am I wasting this person's time by using the same words my competitor's use?"
"Do I like listening to 'corp speak' or do I prefer conversations?"

To read Carver's article, "Principles of a story", visit http://www.prospect-magazine.co.uk/article_details.php?id=7001&AuthKey=b6b862ce388f6e04e96ff65b9802f970&issue=509)