Copywriter as marketer

I have only one proviso to offer on Seth’s suggestion in his post The power of smart copywriting. (He shows us an ad that says nothing and he suggests different copy.) The client would have to agree with it and not all clients are smart enough to do it. Maybe, in that instance, it’s not a matter of smart so much as it is a client being cautious, even fearful (which, of course, is not very smart).

But have a look at the post and see if you don’t agree that 1) it’s bland, useless copy that says essentially nothing and 2) Seth’s suggestion isn’t just better copy but a much smarter approach to getting sales.

If you are a copywriter, this is the kind of suggestion you should make and strongly recommend the client go with. Otherwise, you’ll find yourself with a growing portfolio of uninspired, bland copy.