It is real fun to work on any new concept for the new projects that are out of my realm of everyday working. It is real fun to research on those areas like for example I had a client who wanted me to work on the entire ideation for their website for Diamond cutting and manufacturing plant. The research into diamond cutting and what/how/when was a wonderful journey. I had fun with the post its and reading! In essence, copywriting is not just putting words but putting the entire thought process into a realistic concept that has to be shown to the common man.