Compelling Copywriter Bulletin no. 1

What are the most common causes of bad writing?

The simple fact is that most people are simply not used to expressing themselves on paper and therefore don’t write fluently.

  • Jumbled vocabulary.
  • Long sentences.
  • Poor punctuation and grammar.
  • Strained and clichèd words and phrases.

It’s bad for business. So do we agree that writing well requires skill?

Let me share with you an example of some website copy I was asked to review because the client was unhappy with how it was written.


Building quality steel structures across Victoria (Original version)

Company X is a family owned and operated Australian business, now in its eighth year of operation in the steel industry. With registered domestic and commercial builders, licensed Class 1 roofers and qualified draftsperson on staff, Company X are specialists in the field.


Custom made Australian steel sheds and patios-Victoria (Design Wordz version)

Company X are specialists in the design and manufacture of customised domestic, commercial and industrial steel sheds and patios. Located in ABC Victoria, we’re a successful family owned business with a reputation for delivering affordable customised steel shed and patio solutions.


This example certainly demonstrates my point.

You only get one chance to make a good first impression so make sure yours is a great one.