Samuel Johnson, the 18th-century writer and lexicographer, described curiosity as the 'thirst of the soul'. He was ambivalent about its impact, regarding curiosity as both ‘inflaming and tormenting’ us. Despite this, he recognised it as a key component of a ‘vigorous intellect’. Unsurprisingly, there are no hard and fast rules as to what makes a good copywriter. But many would view curiosity as an essential skill, acting as the cradle of the creativity required to produce impactful copy that engages with its target audience.