We Know It When We See It…
Great writing is one of those things we take for granted, because great writers make it look so easy. If it’s truly great, we absorb the message without thinking about the actual words. We never really notice great writing unless it’s side-by-side with bad writing.
We forget that writing is a skill that takes practice, so when we sit down to write something ourselves, we expect it to come naturally.
But great writing doesn’t come easy, even for great writers. It’s kind of like running: Even when you’re in good shape, it’s still work.
As marketers, we should know better. Just because something looks easy, it doesn’t mean a ton of work wasn’t put into it. We don’t want clients to think our products are worth less just because they don’t see the craft that went into making and marketing them. Yet we consistently spend more time and money on strategy, design and distribution than on copywriting.
Think about that next time you start a marketing campaigns. It’s time to get the best writers, who are worth their weight in gold.
