The development of the advertising writer is really the development of an artist, an artistic process governed by the same exasperating lack of rules. It is above all an internal journey that each student must make to discover his or her own distinctive voice. Frequent assignments will eventually give rise to frequent moments of insight, charm, and drama in students' writing. Several suggestions can help make the creative spark happen in the classroom. First, since the creative process is not a procedure, students must explore their own processes on their own terms. Second, teachers must recognize that the stamp of personality is key; students' ability to put their own personality into their writing is a sign of growth. The focus of the course must be on writing, and the content emphasized must be relevant to copywriting. The class should provide an environment of pleasantness, because risk must be the norm in a creativity class. Finally, although the notion that advertising writing is an artistic process is heretical as far as the agencies are concerned, the job of the advertising writer is not to sell the product but to create a range of approaches to selling the product. These are the values behind the strong writer and the teaching of these values always starts with the demand for individual expression. (HTH)