Almost every week I see brochures, websites, advertisements and newsletters that have been poorly written. Either the spelling is weak, or the sentences are badly constructed, or the key message is buried somewhere in the middle. Sometimes the message isnt even clear. What these pieces lack is good copywriting.
Most of what I see has been written by highly competent professionals who are expert in their field. But not in writing. They imagine that because they are smart chief executives, or clever IT specialists or skilful consultants that they can also turn their hand to copywriting. Often they cannot. The net result is that what they write diminishes their message and damages their reputation.
Whereas poor writing will sabotage a good reputation, excellent copywriting will enhance it. Indeed really good copywriting can sometimes create a reputation where none existed before. So for example, a well turned-out brochure, crisply written and beautifully designed can help an organisation craft a completely new image. Similarly, a radically new website which has an eye-catching design, a clear structure and copy that is easy to read and convincing, can make a dramatic...
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