We’ve all read copy that makes us cringe. Sometimes it’s hard to put a finger on exactly what it is that makes the copy so bad. Nonetheless, its lack of appeal doesn’t go unnoticed.
Of course, writing is subjective in nature, but there are certain blunders that are universal. While poor writing doesn’t do much to engage the reader or lend authority to its publisher, it can help you gain a better understanding of what is needed to produce quality content.
So, the next time you read copy that just doesn’t measure up, take it as an opportunity to look for what you can learn from it. Better yet, check out the following lessons I’ve learned from reading/writing my share of bad copy:
1. The Story Makes the Writing
Your story creates the difference between talking “at” and talking “to” your audience. When you take the time to develop your story, your writing mimics the natural tone you would use in a conversation. Would you speak in a repetitive, factual tone while explaining something in person? Probably not.
Introduce a problem, develop its points, and then present your solution(s), just like you would during a personal interaction or sales pitch. Be a problem-solver, not a lecturer.