There’s a lot of less thought out copy out there, I guess maybe because clients nowadays think they can write copy or because copywriter’s copy is often changed so many times by clients, supervisors and that it ends up loosing it’s meaning.
Time matters when writing copy, copy writing as part of the creative development follows a creative process of incubation….research…..big idea……, but nowadays while the copywriter is still in the draft stage clients want to use the copy.(there’s not enough time given to craft good copy)
Much of what I see out today seems as though it is the first thing that came to the writer's mind. I've even wondered if I were able to track down the writer of a bad piece of communication, could that writer show me a pile of previous drafts? Probably just one draft.
In today's microwave world, 'good enough' seems to be accepted as... good enough. 'There's no time to be great.
Copywriting is crucial in every campaign….from advertising to digital campaigns not only does it translate the meaning of the visuals in words but it persuades consumers to take action. For any campaign to be effective, a well thought out insightful strategy, copy, and concept development has to be in place….if one element is missing….it wont produce the desired results, which is to sell - not just to dazzle.
By Morrel Shilenge
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