Fact
Great copywriting is more than saying things well.
It's knowing what to say.
Too many websites just rehash the client's existing sales pitch.
There's no deeper thought about who they're speaking to or what matters to them.
It's a pity.
I mean, sure, sometimes a stronger way to say the same thing is exactly what you need. But this should never be where the work starts.
Copywriting should start with a study of the audience, their desire and frustrations, the benefits they seek, the pain they want to avoid, and the language they use to describe it.
This is where you find the words to persuade and sell.
