The Business Bulletin
The Cinderella of marketing ‘I don’t need a copywriter. My wife’s a real stickler for grammar and punctuation.’
Yes, it’s true. Someone said this to me just a year or so ago.
flat-footed, stiff and formal – about as
copywriters feel unloved. Our products
engaging as a date with a blobfish
(words) and our skill (putting them in
with haliotosis.
the right order) are the sad, neglected,
Have you noticed? Almost everyone
yourself any time and hassle?
thinks they’re a good driver. It’s a bit the same with English. Everyone – OK, not everyone – but many people think they can write well. But – there’s a hell of a difference between putting one word in front of another and writing in a way that’s clear, concise and compelling. In other words, writing English that achieves what you want you want it to achieve.
‘It’ll do’
So – in the end, did you really save
Cinderella of marketing.
clients would you have come your way
Web copy – just an afterthought
with professionally written copy?
Ask any web designer. They take on a
And just think – how many extra
It’s odd (and a source of
new client. At the initial meeting, this
considerable dismay to professional
client is so excited at the prospect of
copywriters) how the value of words
owning a new website. They talk in
in business, and the skill required
animated fashion, about the graphics
to craft them effectively, so often
and the overall look of the site.
goes unappreciated. Yes – we
They dream of how its user-friendly functionality will soon have new customers beating a path to their inbox. Fast forward a month or two
This is me when I have a crack at DIY.
and the web designer presents the
It’s also why I’m barred from doing it.
client with their shiny new website
My ‘it’ll do’ is likely to lower the value
and declares, ‘There you are! That’s the
of our house by at least 25%!
design finished. All you have to do now
It’s the same with copywriting. Sure, you can have a go yourself but
is add the copy – you know, ‘words’.’ The client’s interest visibly wanes.
– but a touch of tough love coming
He glances at his watch and mutters
up here – your copy will never be
something about setting off to avoid
anywhere near as good as that
the rush-hour traffic.
which a professional copywriter will write for you. Think how long it takes you to plan, write, and re-write your own copy. The chances are it will, in spite of your best efforts, sound
20 | Issue 6 – Sales and Marketing
For so many business owners, wellwritten copy is just an afterthought, not to be taken seriously; an aspect of their new website that will somehow, magically, look after itself. Some clients,
