One of the worst mistakes copywriters make is to assume their job is about writing. It’s not.
When you write a novel or a poem, readers wants great words. People expect this kind of writing to deliver a certain art and beauty. When you write websites, ads, white papers, or other business materials, readers simply want information. They just want to find out how to solve a problem or meet a need.
This isn’t to say that copywriting can’t be well-crafted. But it should be crafted in such a way that the words disappear and the meaning shows through. I like to think of good copywriting as if it’s a toy store window: clean, polished, and invisible, providing a clear view of the wondrous goodies inside.
And some funnies…