Extensive experience as a copywriter, the ability to capture the style of the text even from a small example and copy it, or create a new one. The ability to do work on time, in the required volume, without adding anything from oneself, or vice versa, adding something else as needed. The use of a diverse number of words and their synonyms, which makes the text more alive and playful, knowledge of customs of the past, modern trends, needs of the future.