Copywriters like us don’t lie.

Marketers lie

About 5 years into my career as a copywriter I was working on a campaign for a client in the pharmaceutical industry.

The product I was being asked to write about was a hospital analgesic – a painkiller for dealing with severe pain in a hospital setting.

The trouble was, when I looked through all the clinical studies for that product, I couldn’t find any evidence that it was effective as a painkiller.

In fact – and I remember this after almost 30 years – the best I could find was a statement that described the product as “slightly more effective than placebo, but not significantly so”.

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Use a single, conversational voice across all digital media.

Isn’t it a little odd that we try to communicate with our audiences in so many different voices?

Many companies – and the writers who work with them – seem to struggle when it comes to finding a single, consistent voice for their websites.

For example, a company’s homepage might be written in a fairly cautious, descriptive tone.

Their About page may feel even more formal and corporate.

Meanwhile their sales pages are much louder and pushier, written in a voice that would be better suited to old-school, broadcast media like TV and radio.

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