How to Know When Your Copy is Bad

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.