Before and after 2 April 2009
Copywriting is not about words.
It’s about impact.
Yes, the words have to be there for the effect, but the whole, as they say, is greater than the sum of its parts.
The other day, I shared some ‘before’ and ‘after’ examples of work with some colleagues. They said they found it interesting to see the impact of my copywriting on the content. Even with some very different types of clients, they could recognise the difference the rewriting made.
In the ‘before’ examples, the words were mostly all there. But the message wasn’t. As for the ‘afters’, my audience said they found the copy much more powerful. This isn’t about arranging words like flowers (so they look pretty). It’s about a message. Does the copy change the way a person sees something? That’s the impact.
Written by Camilla Zajac
Camilla Zajac is an award-winning copywriter dedicated to uncovering what’s exciting and unique about organisations and empowering them to communicate that with impact. Learn more about copywriting services from Green Light Copywriting.
