Copy That Counts

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Filed under: Canright Writers' Blog

Copy That Counts

A former boss and mentor of mine (and one heck of a marketing VP), Chris Ryan, recently wrote about maintaining a positive attitude during the turbulent economy in his blog.  His argument that attitude is everything isn’t new, and it’s certainly not without its shortcomings. (For one, what about talent and timing?)But for those of us in sales and marketing, especially marketing communications, Chris makes a powerful point: “You must believe that you have the right product or service; you must believe that it offers real benefits; and you must believe that you are promoting it to the right individuals.” I’ll add one more “must” to his list: you must convey all these beliefs in your writing.Any business’ marketing communications material, which now largely consists of content for Web sites, must carry a sense of authority. No one wants to read copy that’s so pompous it doesn’t seem grounded in reality, but copy that comes off diffident won’t sell anything to consumers or businesses when everyone’s strapped for cash. -Jesse