Please stop writing marketing copy!


Share on LinkedIn

corporatespeak1Why does most marketing copy suck?  Because there’s a huge difference between what we call “copy” and what’s natural, customer-facing language.

Do yourself a favor and read that next tweet or email or headline out loud.  Did it sound weird?  Did it sound unnatural?

If so, it’s probably just copy that your customers will think is marketing copy as well.

If your customers are reading or hearing copy, you’re not making a connection.  You’re likely just talking at them.

But here’s the bigger rub.  The people approving marketing copy – your executives or your clients – like approving marketing copy.  They like approving content that sounds like corporate speak.  They won’t tell you that, but it’s what they naturally gravitate towards.

Look at the companies that are doing it right.  Zappos.  Even Amazon.  They have an intentional focus on natural language.  They talk with, not at, their customers.  They use language that their customers would and do use as well.

Your boss or client might think that kind of language doesn’t sound right.  But if you get that kind of response, you might actually be onto something….

Republished with author's permission from original post.

Matt Heinz
Prolific author and nationally recognized, award-winning blogger, Matt Heinz is President and Founder of Heinz Marketing with 20 years of marketing, business development and sales experience from a variety of organizations and industries. He is a dynamic speaker, memorable not only for his keen insight and humor, but his actionable and motivating takeaways.Matt’s career focuses on consistently delivering measurable results with greater sales, revenue growth, product success and customer loyalty.


Please use comments to add value to the discussion. Maximum one link to an educational blog post or article. We will NOT PUBLISH brief comments like "good post," comments that mainly promote links, or comments with links to companies, products, or services.

Please enter your comment!
Please enter your name here