Myth 001: copywriting

By
Anna Kinder

Look, I’m not here to claim that copywriting is the hardest job in the world (I taught high school, after all!). However, its power is often underestimated and undervalued. Copywriting myths abound all around us, so it’s time to debunk them — whether you’re a fellow copywriter seeking kick-ass rebuttals or you just want to convince your boss that your website copy needs a little professional TLC.

Myth #1: “Anyone can write copy. It’s easy.”

“Copy” just means “words,” so yes, technically anyone can write it. But using that same logic, anyone who can draw a triangle can also design a logo. Good copywriting requires training, research, practice, and mastery of language. While a copywriter’s end goal is to produce work that’s easy to understand, that doesn’t make it easy to write. Simple doesn’t mean easy. It’s difficult to distill complex information into digestible tidbits that get results. In the words of French mathematician Blaise Pascal: “If I had more time, I would’ve written a shorter letter.”

Myth #2: “Copywriting is too expensive.”

Yes, good copywriting is an investment, but your return on that investment will be tremendous. It pays for itself over time. A proven copywriter will devote their full expertise, attention, and energy to crafting a compelling story that motivates your customers to take action — whether that’s subscribing to your newsletter or making a purchase.

Myth #3: “I know my business better than anyone else.”

Owning your own business is a rewarding, exhausting labor of love. It can also cause serious tunnel vision. When you run a company, it’s easy to miss key insights that will help you boost your brand equity and outperform your competition. Your copywriter can lend a fresh set of eyes that help you uncover the magic that’s been lurking under your nose all along.  

Myth #4: “Good copywriting has to be creative, clever, and funny.”

Good copywriting is not about showing off with the right sentences. It’s about showing up with the right solutions. Can cleverness work in our favor sometimes? Absolutely, but only when it’s strategically sound, tasteful, and consistent with your brand’s voice. Some brands have adopted a humorous, irreverent tone from inception, like the outfitter Moosejaw (check out their joke in the fine print below). They’ve earned the right to pepper their copy with jokes, and their customer base expects it.

But Patagonia? Their brand identity revolves around their environmental advocacy, not their wit. If they suddenly started dropping dad jokes left, their customers would feel like they’d scored an unsolicited front-row seat for a cringeworthy midlife crisis.

Myth #5: “Only formal language builds credibility.”

Rigid, formal language doesn’t automatically make a brand more credible (or likable). It makes you sound like that guy at the party who’s read a lot of Shakespeare and wants you to know it. It alienates your audience, and it doesn’t allow your brand’s authentic personality to shine. Conversational copy is disarming, attention-grabbing, and effective. It simulates a real conversation, one that makes your audience feel seen, heard, and understood. This fosters a far deeper sense of loyalty than any big-money Scrabble word ever could.  

Let’s keep the conversation going.

Are you an entrepreneur who’s considering a complete overhaul of your website copy (or just a little polish)? Contact us today. Our think tank of creative experts would love to help you find your voice, solidify your message, and reach your goals.

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