Apr

25

How to Know When Your Copy is Bad

April 25, 2006 | Anita Campbell

Jonathan Krantz writes an interesting short piece at the Marketing Profs blog about how to recognize when your copy sucks.  Among the dead giveaways he says are:

  • Lots of superlatives such as “excellence,” “cutting-edge” and “innovative.”
  • Lack of a clear “what’s in it for the customer” message.
  • Shortage of tangible, meaty specifics.
  • Presence of self-congratulatory chest beating, i.e., “We’re the world leader in . . . “
  • Reliance on jargon and business babble.
  • “Me too” positioning that’s similar to your competitors’ messaging.

Read the entire article.


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