 
 Very few commercial copywriters offer graphics. They will write your copy and suggest that you hire a graphic designer. I am fortunate to have both a secondary background in graphic design and additional artists to call upon for the larger projects. Pictures and logo design can be incorporated into your total package. Remember our pile of CRIT? Notice how the repulsive image above becomes much less disturbing when combined with a cute logo!
 You have probably researched many creative writers' sites in your quest for the perfect wordmeister. You’ve found catchy little anecdotes, slogans, and phrases like ”power words”, “market share” and “branding”. While the phraseology of the industry can be used to impress new clients, it needs not concern you. The real question is: "Can the person you hire write an ad that will effectively SELL YOUR PRODUCT OR SERVICE to your intended audience?"
 You are the very best at what you do! Your item/service is the most cost effective anywhere! Your trademark elevates its holder to a status unmatched by any competitor! Any member of your target audience will be useless and unproductive without it! A professional wordmeister can craft advertising copy that will convince consumers they MUST have your company at any cost!
The "SHAP” analogy is intended to illustrate this point: If a talented word slinger can add appeal to a grossly negative image like a pile of CRIT, consider the possibilities for a quality product or service like the one that your business offers!
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I apologize if my vernacular offends you, however it is the most basic description of the rather disgusting image you are looking at.
Experts suggest that advertising copy should be written to a sixth grade reading level, but by the second grade even the most sheltered child understands the meaning of the word.
Despite its proliferation into everyday society, some people still consider the phrase absolutely unacceptable in any written or spoken situation.
To appease these individuals I came up with the concept of combining the less powerful synonym “crap” with the more objectionable expletive to create a new, more "ad friendly" term for the remainder of this feature. Unfortunately, I cannot decide between the two obvious possibilities: "CRIT" or "SHAP". (If you are NOT offended by the use of the "s" word, feel free to substitute it for either of my "wordmeister-isms" as you read the remainder of this article.)
