What’s the difference between good copy and bad copy?

It’s not the start of a joke. Or a trick question.

When you look at copy, what is it that makes it ‘bad’ and what makes it ‘good’?

Message? Language? The rhythm and how it flows?

Readability can help us determine how easy something is to digest. But it’s not a defining factor in whether a piece of copy is ‘good’ or ‘bad’.

Here is the answer.

The difference between good copy and bad copy is whether it gets results. Whether it engages the audience, keeps them engaged and then leads them to action.

Bad copy makes people leave websites as they’re bored.

Good copy captivates readers and encourages them to explore the rest of the pages.

Bad copy lists features of a product, causing readers to go to your competitor’s websites to see what they offer.

Good copy tells your readers why you’re better (benefits or evidence) and why you should pick them, so it seems like a no-brainer. Many Pets are good at doing this.

Bad copy leaves them with doubts about their decision.?

Good copy incentivises readers to click that call-to-action button. This copy from Estrid is a good example…

Good copy overcomes barriers to buying.

To do this, you need to use proven techniques and measure results.

No matter who your audience is, the physiology of our brains means similar things will make us tick.

Is it really that easy?

It is… When you know how.

Many people know about the techniques they need to use. Few are putting them into action.

A great place to start is by booking yourself into our next taster session. You’ll learn tips from the front line of copywriting that convert and discover how to keep your customers hooked on your pages or emails.

Sign up to Hooked, our free webinar on practical persuasive writing on Tuesday 20th February, 12-1pm.