I need to be objective here. As much as I bang on about copy, it really isn’t everything.

This line I came across today sums it up beautifully:

“If you do a brilliant job packaging and marketing crap, all you do is efficiently get the word out about how bad your crap is.”

I love this!

Why?

It proves copywriting isn’t everything

Whilst copywriting is an integral part of marketing your business, it’s certainly not enough on its own.

We often spend more time on whatever’s shinier

Unless you absolutely love it, crafting compelling copy can be frustrating, tedious and a downright pain. Nailing it is often time-consuming and even the best copywriters can agonise for hours.

And what happens when we find ourselves in this situation? We chose something more ‘fun’ to do. We muck around with colours. We muck around with fonts. We muck around with packaging.

Colours, fonts and packaging ARE crucial. But there’s no use in nailing ‘em when your copy is less than desirable.

Did I just contradict myself? No. Copywriting is integral – but it’s most certainly not enough to stand on its own legs. Even when it’s spot on.

Mind you, I’d rather have perfect copy and nothing else than perfect everything else and poor copy.

We can never forget our core service/product

How often do you hear ‘If you run your own business, you’re in the business of sales and marketing’?

I agree with this statement. Yes, we need to be marketing our businesses every single day, in one form or another.

But if you’ve an average product/service, I’d rather stay in bed than market every day.

And that’s where we often make the mistake.

If you’re keen on reading the original post, here it is: What’s the difference between copywriting and content marketing?

What do you think? Is copywriting all that? Or not? I’d love to hear your thoughts.