Way back, when to be sick meant to feel unwell and a tablet was something you took to stop feeling unwell, designers would tell you that the words didn’t matter as each picture told a thousand of them.
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But just because your advert, brochure or website looks the dog’s bollocks is no guarantee that it will be read. How many beautiful people have you been drawn to only to discover that they’ve got the personality of a toaster (not that all toasters are dull of course)?
Sure, everyone can write but there’s a difference between being able to put one word in front of another and being able to write engaging, informative and compelling copy. In just a few words, a good copywriter will be able to engender any emotion, generate any thought, prompt any action.
You could write it yourself but it probably wouldn’t be as good as it could be if you’d hired a professional copywriter. Missing words, spelling mistakes, wrong tenses, disjointed sentences, endless waffle – I’ve seen it all. And so have their customers.
It’s a bit like doing your own decorating. Yes, you’ll save money but it’s never going to look as good as if you’d called in the professionals, particularly when you start to notice the poor cutting in, streaky brush strokes, drops on the carpet and bits flaking off.
Copywriting comes in various guises, each differentiated by purpose, audience, medium, concept, style, and tone. On any one day, I can assume many guises, depending on what I’m writing about, who I’m writing for and where the writing is going to be read.
“What is written without effort, is in general read without pleasure.”