Marketing copywriters are like novelists: they don’t like critics. During a recent client copywriting process, I tighten reins on a copywriter who had soared off the cliffs of bombastic prose, painting the client as a little too good to be true. This otherwise bright and competent copywriter, evidently distracted thinking about his unfinished novel, had peppered his newly wrought copy with words that created a sense of disbelief. Such words are easy to spot … just look at the “about us” page of any funded start-up. When you see “market leading”, “disruptive” and “compelling”, then they likely are none of the above and you immediately sense it. Words can trigger emotions, and good copywriters – armed with a competent branding guide – will select the right words to evoke the right emotion. Word churners (a polite word for “hack”) often pick easy and dramatic sounding words in an attempt to … Continue reading →