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A typical day

A brief lands: here is the product, here is who we are talking to, here is what we want them to do. You spend the morning reading everything about it and writing bad lines until a good one shows up, which is genuinely most of the work. Midday is a session with a designer, throwing ideas at each other. Afternoon is a review where three of your four ideas die, and then you write the fourth one properly in six versions. Between all of that are the small jobs nobody talks about: subject lines, buttons, legal disclaimers and a product page that has to ship today.