The easiest copy to write
July 8th, 2004 by Bill
The easiest copy to write is the copy about something worthwhile. The hardest to write is the copy about something that has no value.
When you are writing copy about a product or service that is really good, especially if you are using the product and experiencing its value, the work is easy. If there is anything difficult involved in this kind of writing it’s in knowing when to stop.
But try writing about something you know has no value - a product or service that doesn’t work well, costs too much or simply has no real purpose for anyone. Good heavens … what a nightmare! The page (or screen) gets bigger and whiter by the second.
I’ve had to write rubbish like that. Often, I’ve gone back to product managers and said, "Please, please tell me what the benefit of this is to a customer." The answer I get back is usually, "Well, it’s great."
"How?"
"Well … it’s just great."
Try writing about that. But when you are using something that really works, that really captures you, you don’t need anyone to tell you where the value is or why someone would want it. It’s inherent in the product or service. And the words flow.
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