We’ve all seen it. A lovely
looking website or brochure destroyed by self-centred, grammatically
inept, over-complicated copywriting without optimisation, relevance or clear purpose.
If you’re a company reading this, please consider the sanity of your
poor designer. Most importantly, think about what you want your new
site, brochure, advert or newsletter to do.
Now, please, close your document, put the keyboard to the side, put your pen back in the drawer and step away from the copy.
Firstly, writing about your own business in an interesting and
valuable way is hard. You’re too close to it to give the message the
right perspective. Good marketing copy positions itself on the audience
and its needs, fears and frustrations – not on telling the world how
great you think you are. It’s easily done because you’re enthusiastic
about what you but your readers need to understand the benefits first.
Secondly, writing good copy takes time. Many people can edit someone
else’s copy but starting that copy from scratch, faced with a stark,
blank sheet of paper requires a different approach altogether. Time and
time again, designers are left in limbo waiting for clients to deliver
the copy to finish the job far beyond the quoted deadline date.
Thirdly, marketing copy needs to have a purpose. You may be able to write, but do you know how to generate a response?
Online copy needs to work with the design of the website and the
search engines. Remember, your business needs to appear in the search
engines when people search for the product or service you provide – not
just your company name. Optimising copy is a science. It takes research
The same goes for traditional media like advertising, press
releases, direct mail, and newsletters. You need to make your words
interesting and your message irresistible.
What’s going to make your promotion stand out from everyone else’s?
What’s going to make your reader pick up the phone or send you an
Do yourself and your designer a favour; bring a copywriter onboard
and see the difference it makes. The good ones will transform how the
world sees and reacts to you. Employing a good writer is always money