15 copy clichés and other crap
Here are some examples of the kind of copy clichés you’ll find around – maybe on your desk at some point. The problem is that each could be used for almost any business promotion – and often are.
Please don’t use these for your publication!
Copywriting - using testimonials
A lazy or inexperienced copywriter will often major on a tired concept such as “An excellent reference book….very useful for busy managers”. Here’s how to use testimonials to sell your product.
How to avoid writing a poor sales letter
If you want to see how easy it is to create a poor sales letter, here is one from Esquire, with six pointers so you can spot one yourself. There is also a link to see bad copy in action ..
Bad Copy from Broadsystem
Caroline Worboys, CEO of Broadsystem may work for a great company – but can their clients understand them?