The ability to write copy is one of the most universal skills that users share today.

It’s super easy to hop on a computer or pick up a pen and start putting your thoughts into words, right? (Maybe not, but we’ll get into that in a second)

Because copywriting is such a fundamental skill in most professions, most people have a trained eye when spotting differences between copywriting that is clear and effective, copywriting that serves no real purpose, or worse: copy that makes your business or brand look bad in general.

This is one of the greatest predicaments of copywriting in our digital era.

There are plenty of skills out there that seem so complex or involved that most people would have to “take your word” for it if you told them it was done to a high standard. Here’s a quick example:

My code for this program is extremely optimized and well refactored
A Developer

Umm, sure. Great job nerdy dude, you seem like you know what you’re talking about
says basically everyone

Copywriting is not like that.

Copywriting is natural language. It’s communication. If your audience doesn’t understand it, there is no snarky buzzword you can throw in to make them trust you. In a universal topic like copywriting, the perception of bad actually is bad.

Now, you may not be able to wow everyone with your writing style each and every time you put words together, and that is to be expected. However, you’ll need make sure you are getting your point across to the right people at the right time. Copywriting is about taking a message, a strategy, and a target audience and curating an output that meets yours goals while speaking in terms your audience can connect with.

A common mistake for businesses who are trying to go digital is to think:

“Any content is better than no content.”




Well, mostly wrong. In the world of content, poor content is most of the time not better than having no content. It’s more easily demonstrated with content like photography or video, think about this:

Have you ever seen a website with blurry photos or a video that looks like your nephew could have put it together? How did that impact your view of that business? Was it a positive impact? Most likely not.

The same goes for copywriting: everything that you and your business puts online for the world to see should be intentional. It doesn’t always have to be groundbreaking, but it has to align with your audience and your brand. If you ever find yourself questioning if any piece of content, especially copy, is going to be worth publishing – ask yourself: “Does this content reflect the same quality as my product or service?“. That should help you direct you away from content that would otherwise hurt more than it helps.

If you find yourself uncertain about how to approach your copywriting or even what your should be writing about – our team would be more than happy to help steer you in the direction that will help your business grow.

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