Is it Still Good Copy if the Reader Notices it’s Good Copy?

 

Do we notice good copy? It’s a good question. Now, I’m talking from the point of view of the customer. As a copywriter, I can’t help but analyse every piece of content writing that comes my way, but the average person on the street probably isn’t doing that.

As a writer, it’s easy to fall in love with your words. You might write a sentence and think “Nailed it!” It sounds so damned clever and describes what you want to say so perfectly you can hardly believe you wrote it!

But, what about the end-user of that copy? The reader?

Have you ever read a car manual and thought, “Reading these instructions is like reading Homer, I must be able to understand them!”

Or travel brochure and thought, “This is such beautiful prose, I’m must go there!”

If you answer yes to either of the above, you’re probably on your own…

Most people read your marketing material- be it emails or white papers or thought leadership pieces- because they want information. They want something that is going to help them understand if your product is for them. If your content doesn’t tell them that, and pretty quickly they’ll go somewhere else.

Make sure your content is humble. Good copy should draw attention to how your business helps fulfil your client’s needs. It should not draw attention to itself. Good copy should be clear and concise. Flowery sentences and multi-syllabic words are rarely necessary.

 

Learn more about how my content and copywriting services can help boost your business.
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