I worked with an account director once who would accompany me to the client. Every time the client would criticize my copy, the account director would take a dictionary out of his briefcase and push it across to the client. “All the words are there,” he’d say to him. “Just write down what you want.” The client would grumble but essentially leave the body copy alone. In all my years of advertising (38), only one person was wise enough to do this, and that is a parable of advertising. Nobody carries dictionaries to client meetings.