Good copy doesn’t attract attention to itself – it attracts attention to your products and services.
Occasionally clients expect copy to have some ‘wow’ factor. Perhaps they were expecting poetic, glorious prose. Or perhaps they were expecting copy that their clients would remark upon. Or perhaps they just expected something more sensational.
In most cases, for most organisations, copy should not draw attention to itself. Good copy does not stand out. It draws attention to your organisation, your products and your services. The best copy is like a ninja – it moves silently and people read it without even realising that they’re reading something.
So when you employ a copywriter, or write copy yourself, don’t aim for copy that is loud or spectacular. Aim for copy that communicates clear messages, sinking into the background and focussing attention on you and your offer.