Seven things I will NOT do as your new copywriter.
Copywriting is a great profession. Every day I get to learn and write about
new companies, new industries, new products, and new services. And the ultimate
goal is always the same: make you look good, make your company look good,
differentiate what you are marketing, and make your firm more
competitive.
But, I have a stubborn side. Hire me as your new copywriter and there are
some things I simply will NOT do. Period. Done. Over and out. Have a nice day.
For example, when creating your company’s offline or online marketing
messages, I WILL NOT:
- Use the word “hero” to describe your product. Or service. Or company. Or employee. Heroes are rare. Heroes are special. Even the word itself is special.
- Tell your customers that your product or service will “give them their life back.”
- Tell customers that “It’s not your fault” when describing a problem that your product is designed to eliminate. (Ninety percent of the time it is their fault.)
- Use the words “I,” “we” and “our” in your marketing copy unless threatened with a pointed stick. Why? Because these words talk about your company when you should be talking about your customer.
- Use a fifty-cent word when a nickel word will do. Simple words are better (unless the message needs to be highly technical or sophisticated).
- Disrespect the reader by using wild superlatives, making claims that can’t be substantiated, or forcing the reader to plow through massive amounts of text.
- And finally, I will never write that your product will deliver an almost-sensual experience (even if your company does make really great chocolate).
About the author: Joe Starin heads up Hit by a Brick, a Midwest copywriting resource.
Labels: Copywriting, copywriting firm, Hit by a Brick, new copywriter
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