What great web copy is NOT
content, marketing, web copy, writing December 11th, 2008
I love the Discovery Channel show “MythBusters” in which a couple of science geeks test the validity of rumors, myths and urban legends.
So I thought it would be fun to bust some of the myths I encounter when businesses and organizations make false assumptions about web copy.
First, let’s talk about what great web copy is NOT.
- Fluff
- Brochureware
- An afterthought
- Easy to write
- Independent of other marketing messages and channels
- Maintenance free
Now, let’s bust some of those myths …
Myth: It’s okay to use marketing-speak or filler copy … everybody does it. Besides, it’s the only way to get our message across.
Busted: First, not everybody does it — just those who don’t take the time to think through and write great copy or those who focus on the organization instead of the people they’re trying to reach. Second, visitors to your web site despise, distaste and disdain fluff. Today’s business owner or consumer is savvy, demanding and short on time. Lose the fluff and make an impact instead.
Myth: “We’re almost done with our site so it’s probably time to start thinking about copy.”
Busted: Those who scrounge together copy at the last minute look like they scrounged together copy at the last minute. It shows. Writing effective and compelling copy takes time. Writing is a creative process that requires brainstorming, thinking, writing and rewriting. The earlier you include copy in your overall plan, the more on-point your messaging will be. And, when you allow adequate time for the creation of great copy, the more fluid, concise and compelling it will be.
Myth: “Our admin (or my nephew, neighbor, friend) is pretty good at writing. Everyone loves her annual Christmas letter so let’s use her (or him) to write our web copy!”
Busted: Although not rocket science or brain surgery, writing is a profession. Most people write better than they claim to — but not as well as they think. And a fun-to-read Christmas letter is hardly the same as results-producing web copy. And that’s the biggest difference between a professional writer and an amateur … results. Can your admin/nephew/neighbor/friend write copy that creates a sale, improves conversion rates and builds brand loyalty? If so, then hire ’em. And make sure you give them the title ‘copywriter.’
Myth: “We’re tight on budget but the good news is we don’t need to spend any money on copy.”
Busted: Ain’t nothing free. Regardless of whether you do it yourself, have an in-house writer, work with an agency copywriter or use a freelancer, there’s still an investment of time and money in editing, adapting, writing and rewriting. Always include a line item in the budget and an hours estimate for copywriting.
Myth: We only need to worry about copy for just one project, product, or channel at a time.
Busted: Yikes! Like the rest of your web site, great copy should be strategic. It should be an integral part of your launch strategy AND your overall business objectives. Note that I said integral … as in “essential to completeness.” Remember: Vision demands a strategy and strategy demands a plan. For best results, include copy in your plan and leverage it to create a consistent, relationship-building message across all your marketing channels.
Myth: “Once the copy is done, we’ll never need to touch it again.”
Busted: Egad! Copy that’s never refreshed? Perish the thought. Unless your business — and the world for that matter — stays exactly the same, then even so-called static copy needs looked at and updated from time to time. Further, if you’re watching your metrics and monitoring keywords (shame on you, if you’re not), then surely you’ll want to update the copy to continue to improve search rankings. If not, you can bet your competitors will.
Are you harboring another myth? Post a comment and tell me about it.
Or contact me and well get together so I can share more insights in my presentation: Everything you always wanted to know about great web copy but were afraid (or didn’t know) to ask.
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