I don’t believe in writing “good” copy. And no, I’m not going to say that it’s because you should write “great” copy instead. (“Copy” is all the writing we create or use for marketing and PR efforts, including ads, websites, direct mail, e-mail blasts -- even blogs.)
I’m Jonathan Kranz, principal of Kranz Communications and author of Writing Copy for Dummies. Thanks to Todd Sattersten and Jack Covert, I’m hosting today’s 800-CEO-READ Blog, a discussion focused on copy, copywriting and related marketing communications issues.
So why shouldn’t you try to write “good” copy? Because it’s like shooting arrows into a cloud. The shape of the target is ambiguous, its substance is largely immaterial, and as a consequence, it attracts wasted effort.
Your real goal isn’t to write good copy -- whatever that is -- but to write effective copy. “Good” copy is impossible to define. Effective copy is always defined by your circumstances, which includes:
• Your ultimate goal, be it to land a sale, gather a vote, earn support, or encourage prospects to take one further step along your sales pipeline.
• The needs, desires and fears of your audience.
• The communications channels available to you and the types of content and styles they require.
• The nature of the products, services or ideas you have to sell.
• Your positioning, brand and/or “image.”
• And innumerable other issues, from graphic format to office politics, that affect your communications.
That’s why the tone, style and vocabulary that may be right for selling video games will be wrong for accounting software. It’s why good online dating service copy is bad private equity account copy. Why excellent pet food copy is terrible health clinic copy.
Different circumstances demand different standards. What are your circumstances? And how are you using copy to address them?
Posted by Jonathan Kranz at May 5, 2005 07:35 AM | TrackBackHi Jonathan:
One thing about copy that I'd like you to comment on if you have a moment: the use of superlatives in places such as Web site copy and press releases. I often see words and phrases such as “cutting-edge,” “leading,” “premier,” “fastest” and the like so often that I don’t even read them anymore.
Should good copy include superlatives? Or not? Are there any rules to follow in their use?
Thanks!
I market commercial real estate services and property. Starting with a messaging document that is part of the marketing plan and strategy is critical. Then the entire project team is working from the same "script" and the creative process tends to go more smoothly.
Posted by: Steve Steinberg at May 5, 2005 09:53 AMGreat point, Steve. The initial input document is crucial. In many organizations, the copy review process is "bass ackwards": Too little team input in front leads to too much chaos at the review stage. We're all much more effective when we solicit team comments AT THE BEGINNING to paint the target the writer should hit. Then everything else will move much more smoothly and efficiently.
Posted by: Jonathan Kranz at May 5, 2005 10:06 AMHi, Jonathan! Knowing the target you are shooting at is key then having the skill to launch the arrow direct and straight to the target is without a doubt the only way to write ad copy that is truly effective. Great copy drives the traffic straight on to the bulls eye while good copy gets the point across but doesn't get the the desired effect, sounds good, looks good but falls short of the target.