Good writing means good communication
How many times have you read brochures, websites, newsletters and especially advertisements and still not fully understood what the company does? Often? Frequently they are full of marketing speak, jargon and, usually, the word 'solution' every other sentence.
Good copywriting isn't about using long words to impress your readers. It's just saying what you want to say, simply, so that everyone can understand, straight away.
But that's not always easy. It's not so much a way of writing, more a way of thinking. You have to put yourself in the position of the reader and tell them what they need to know to help them make the decisions they need to make.
Almost everything in business has words: packaging, advertising, leaflets, newsletters, brochures, websites. They are needed to instruct, inform, advise, convince, warn, sell or even amuse. Most of all, they are there to communicate. It's our job to make sure they do just that.
