One of my favourite films is Enemy of the State.

Guerilla warfare.

They’re big. You’re small.

How can you win?

You use their weapons against them.

You only fight the battles you can win.

It’s the same in copywriting.

You’re a lone writer fighting for a buyer’s attention and money.

You look at the competition.

Work out how they fail and succeed.

And use their weapons against them.

And only compete in places where you’ll win.

That’s how you beat people bigger than you.