Posted on | February 26, 2013 | No Comments
I recently had a chance to check out a colleague’s copywriting style. While examining his content, I saw a lot of positive adjectives like “great”, “excellent”, “terrific” and “exceptional”.
It made me mad.
I hate “great”. “Great” doesn’t tell you why something is good. Good copywriters are descriptive. They use powerful words that readers understand: faster; cheaper (or “more cost-effective”); tastier; bigger; stronger; proven; guaranteed.
You want words for your website, brochure, press release or newsletter that tell your customer what you really mean — without wasting their time.
“The consumer isn’t a moron; she is your wife. You insult her intelligence if you assume that a mere slogan and a few vapid adjectives will persuade her to buy anything.” David Ogilvy