Sticky: Research Buddies. Better Writing | Men With Pens. Web 2.0 : Ecrivains publics & conseil en écriture | Métiers - Ré. Angela Booth's Writing Blog: Make money writing. The Biggest Mistake Copywriters Make | The Michel Fortin Blog. Most of the copy people ask me to rewrite seem to offer great products and services. In fact, some offers are so good, prospects would be crazy to turn them down. But they do. And these sales pieces end up falling on my lap because they’re desperately unproductive. When clients ask me to critique or rewrite copy, one of the biggest problems I see is the fact that the copy is stale, limp, and anemic. Copy so downright dull, the only response it gets are yawns. You’ve heard the adage, “copywriting is salesmanship in print.” But people tend to forget this axiom. Writing copy is like face-to-face selling. As the saying goes, “How you say it is just as important as what you say.” That’s why the challenge is often not with the offer itself but with the language, the tone, and the “voice” of the copy.
But the problem is, some sales messages get so engrossed in describing companies, products, and product features that they fail to appeal to the reader specifically. It’s understandable. My advice?