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All right, perhaps not second…but later on, near the end. What am I talking about? Your business’ website/landing page/email copywriting. I agree with the general principle that “copy drives design.” (A topic for another day.) But I think some tend to overemphasize the impact of good copy. Or, more specifically, they ignore the fact that good copy can only have a drastic impact after you’ve got your audience and your offer figured out. And I say this as someone who has made a living from mostly copywriting for nearly a decade now. (Along with the accompanying strategy, voice of customer research and interviews, and some project management/coordination.) So yes, by all means, work on your copy. Hire someone to work on it with you. But don’t put all your resources into it if you haven’t yet got the basics of your business figured out: Who you help, how you help them, and why it matters. Secondly, |
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