How to write bad copy: Part 1.
Let the client write it.
Any idiot can write, it’s true. But not everyone has a feel for it, can do it well or even wants to do it.
So whilst it might seem like good sense (not to mention save money) to let your client write the copy for their website, brochure and marketing materials, we say, don’t. You might argue that it’s their business and they understand it better than most. Let’s face it, they have worked very hard to make it work and have spent hours on the little things that make it great. But that’s where the trouble starts.
1 It’s hard to write objectively about your own business
Anyone who has ever run a business will tell you that everything is important. From the way the desks are arranged to the way their special formula has been created. It doesn’t matter what kind of business it is, any business owner will find it hard to separate what’s important to them from what’s important to a potential customer. This will be reflected in the copy they write. Writing about yourself is hard because you will want to be represented properly. That often means presenting all the facts. Yes, all of them. In infinite detail. Right up until the point where the customer falls asleep or gives up living. For goodness’ sake, tell them what they need to know and no more.
2 It’s hard to write well
As we’ve already said, any idiot can write. Of course they can! But it doesn’t mean that everyone can write well, can construct sentences that flow brilliantly, can create copy that sells, can be funny or engaging. People who spend 100% of their time running a business will generally be very good at running their business (we’d like to think). So it stands to reason to assume that people who spend very little of their time writing the copy for their business will be less good at it than people who spend 100% of their time writing copy for business. There will be exceptions, but not many.
3 It’s hard to write for other people
For businesses that are focussed on providing specialist services it can be difficult to switch off from work mode into public mode. Especially when it comes to writing. Specialist businesses often find themselves having to use specialist jargon simply because there is no other way of describing what they do or sell. Whilst they understand it perfectly well, the public may not. Lawyers and accountants are the worst at this because they speak the language of their business all day every day. When it comes to speaking with real people (via the copy they write) they often leave the real people behind. Anyone know what they are talking about? Me neither. Let’s try someone else.
4 Silly mistakes can cost more than pride
Saving money is important. But saving it in the right places is even more important. It doesn’t matter if your client has written a nice, succinct piece of copy, it can still be rendered useless by a silly mistake. Lapses in spelling and grammar will shake your customer’s confidence and cost sales. Why? Because people vote with their feet, just like they are doing now.
