Nothing Is Ever Good When You’re a Copywriter

Yeah, you read that correctly. Nothing is ever good when you’re a copywriter. That’s because when you’re a copywriter or any type of writer, you write circles around the word “good”.

Nothing is ever good and nothing is ever bad, or it shouldn’t be. These aren’t descriptive words and they have no place in your copy because they don’t tell the customer anything.

Have you ever had to miss out on something that someone else got to go to? What was their story like when you asked them about what you missed? Imagine they just say “oh, it was good”.

That’s it. That’s all. Is that good enough for your nagging curiosity? I would hope not and it certainly isn’t good enough for potential buyers either.

Customers don’t relate to the word “good” as well as they would relate to something like “time-saving” or “hassle-free”. You as a copywriter are supposed to show them what they are missing by not owning or using the product you are trying to sell.

What Makes a Good Copywriter?

Copywriters are storytellers and weavers of words. Using words like “good” and “bad” aren’t going to cut it. Always ask yourself why something is the way it is, and you’ll get your adjective. Here are some alternative and helpful words to use instead:

See where I’m going with this? Don’t have lazy writing. Lazy writing will lead to lazy readers and lazy readers don’t finish reading what they start.

Ultimately, you want readers to make it to the end of your posts and get something out of them, so give your audience a reason to want to finish what you’ve written. Writing to the best of your ability shows courtesy for your readers. Show them you care.

For instance, Neil Patel mentions avoiding the use of words like “very” and “really” in your copy: “Rather than saying very happy, why not say you’re delighted? Rather than mention a really good movie, why not call it a fantastic movie?”

Craft Your Way To Good Copywriting

An important part of being a copywriter or any type of writer for that matter is to consistently make an effort to expand your vocabulary. Think of it as adding more weapons to your arsenal. I speak strongly about self-education in another post, so feel free to check that out, too. To constantly write good copy, you should want to constantly improve your craft.

At the end of the day, being a good copywriter means writing persuasive copy. You need to persuade the customer to buy your product because it’s your job to convert those leads to sales.

In that instance, generic vocabulary won’t work. You need to tell a story and make the customer feel something. Would you purchase something if I told you it was just “good”?

So fellow creators, write fiercely, write truthfully, and don’t be lazy in your content because at the end of the day: words and ideas can change the world.

Over to You

Have you ever come across any lazy copy? Even more importantly, did you finish reading it? Let me know in the comments!