Invisible Copy – Why Your Copy Should Have a Small Ego

Short version

Good copy doesn’t attract attention to itself – it attracts attention to your products and services.

Long version

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.


  1. Ninja copy … I love it! And so, so true.

    Comment by Anne Macindoe — March 10, 2009 @ 3:40 am

  2. Good post Leif – writers can sometimes be intimidated by flashy writing, whereas I feel that good copy is direct, clear, without flowery language and strings of compound adjectives (something my English teacher beat out of me when I was younger…or tried for the most part :-)).

    Sell the product and not yourself

    Amy Harrison’s last blog post..Jack Bauer Would Love Twitter Search – It’s The Real Time Updates

    Comment by Amy Harrison — March 11, 2009 @ 11:19 am

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