Comments on: Why even clever people need a copywriter http://www.thecopyconsultancy.co.uk/why-even-clever-people-need-a-copywriter/ Fri, 25 Feb 2011 19:51:04 +0000 hourly 1 http://wordpress.org/?v=3.5.1 By: Hannah http://www.thecopyconsultancy.co.uk/why-even-clever-people-need-a-copywriter/comment-page-1/#comment-190 Hannah Thu, 24 Feb 2011 17:04:46 +0000 http://www.thecopyconsultancy.co.uk/?p=557#comment-190 Yes, benefits vs features can be hard for companies to get their heads around so that’s a very nice way of putting it! As I recall, Heather Lloyd-Martin covers it very well in her SEO copywriting course too.

]]> By: Carole Seawert http://www.thecopyconsultancy.co.uk/why-even-clever-people-need-a-copywriter/comment-page-1/#comment-189 Carole Seawert Thu, 24 Feb 2011 17:01:36 +0000 http://www.thecopyconsultancy.co.uk/?p=557#comment-189 The problem is that when companies try to write their own copy, they tend to ‘we’ all over it. They write features, not benefits. And they write what they want to say, not what the reader wants to find out.

The other problem is that everyone thinks they can write. Someone summed it up brilliantly the other day: “I’ve been given a camera, now I’m a photographer; I’ve been given a fountain pen, now I’m a writer; I’ve been given a violin, ….”

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