its fun doing copywriting wit professional seriousness. With both the instincts-- fun and seriousness, I can produce amazing copywriting stuffs. That's what I do with my copywriting work. I stay in touch with what youth knows, how is their consumer behavior towards a product or service, how it translates into brand awareness, preferences and purchase intention.
For example, though very rustic, an underwear brand does not have much to say about but I give it very notorious punchline---" Hold Your b__t Safely". For a chocolate indulgence product, I give punchline-- "Pious Sinfully' to reflect to the purity and ultimate aroma of chocolate. I genuinely believe that a hit punchline that sets into TOMA of customer is the rewording and rephrasing the feelings of customer about brand/experience residing in TOMA. TOMA is Top of the mind Awareness which is the quest and battlefield for every brand, advertiser and copywriter.
I believe that punchline should be either cracking like crackers or like a tablet that can be chewed without hiccups. My views are reflections of my capacity to copywrite a brand/punchline. I hope it suffices what you need in a copywriter.