If you are looking for a copywriter or working within the industry, it would be understandable to assume that copywriters write flawlessly. But incorrect grammar is everywhere. From website copy to the flyers that drop through my door, I’m continually amazed at the number of errors that get in the way of reading and understanding. […]
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Truth is a funny thing, isn’t it?
It’s only natural for a copywriter to think that hard facts are the way to sell products and services. Sometimes, honesty is the best policy – after all, nobody likes to be deceived.
Or do they?
Think of the millions of books sold every year, the hours that people spend watching TV drama, or the impossibility of getting a good seat in the cinema on a Friday night. People love stories. People love to be deceived in the right way.
And that’s fortunate, because copywriters are by trade deceptive.
For all of the insults levied against the advertising industry over time, there are few copywriters that would like to be known as killers.
It’s just not a great reputation to bring to the world of marketing!
But bad copywriting is like the lethal injection for a brand. Whether it happens quickly and painlessly or over the course of several months, substandard copywriting sucks the life from an organisation until there is nothing left to see.