By Mark Ford Sebastian was flattered when Michael, his former protégé, asked him to critique the promotion he’d written. After all, Sebastian hadn’t written much copy in the 10 years that had passed since they worked together. And during that time, Michael had written a score of blockbusters. He was the man.
Nevertheless, Sebastian agreed to do it.
“It’s generally very good,” he wrote in his critique. “But I have one idea that you might want to consider…”
After sending it off, Sebastian worried. His suggestion would require Michael to spend hours reworking the lead. And he wasn’t sure that his idea was any better than …read more
