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Three copywriting myths that won't go away 5 December 2024

They may not be tales of dragons and goblins but every arena of work has its myths. Copywriting is no different. In the many years I’ve been writing, I’ve encountered some interesting misconceptions. It seems that the role and purpose of copywriting is still open to misinterpretation. So grab your suit of armour and magical amulet and venture on to discover three of the most common myths about copywriting that show no signs of going anywhere:

Myth 1. “Copywriting is just about writing well”

Sadly, I continue to hear this myth on a regular basis. Despite the vital role of content in marketing and sales, many companies still view copywriting as simply the delivery of grammatically correct and pleasant-sounding paragraphs. It isn’t unusual for people to see copywriting as the process of rewriting existing copy to make it sound slightly better. Not so. Copywriting is of course about creating well written content – but with a much bigger purpose. Its ultimate aim is to convey a message that engages and persuades your audience. This includes highlighting what is unique about a particular product or service. That covers a great deal more than a cosmetic overhaul.

How to bust the myth

Create content designed to persuade your reader about the value of your business. Go beyond what simply sounds good, informal or punchy to draw out what is unique about your offering.

Myth 2. “Copywriting doesn’t have a real place in content strategy”

In a world where the internet and social media demand a constant stream of great content, it’s surprising how often copywriting is seen as something separate from a company’s overall strategy. In this all too common myth, business goals and copywriting are kept in completely separate boxes, instead of being interrelated. That leads to company blogs conveying out-of-date messaging and sales content focused purely on stating the facts, rather than selling the business.

How to bust the myth

Build your copywriting strategy into your wider marketing and sales plan. Ensure that your content tone of voice and messaging align closely with your overall marketing message.

Myth 3. “The copywriting can be left till last”

This myth can be a serious obstacle to your business progress. Let’s take, for example, a company keen to get started with launching something new. They haven’t got the time to spend working on their copy or finding a copywriter. So they start out with content that fails to sell what they do or misses out what makes them distinctive. Their plan is to get the copywriting done once they find the time. Meanwhile, they’re saying one thing to new prospects while their website copy or sales brochure is saying quite another (or nothing at all).

How to bust the myth

Before you launch that website or do that email blast, uncover what’s most important about your new product or service and how you’ll make it more appealing than other options out there. Finding that difference and putting it into the right words will make all the difference to your marketing impact.

Like some help with bringing your content to life? Drop me a line.