Is Your Copy “Professional” Enough?

We recently had a prospect turn down our work. She felt our writing was “too casual,” thus inappropriate for her “professional website.”

MarketSmiths’ easygoing house style has been labeled “friendly” and “familiar”— both in praise and otherwise. I have to admit that I’m flummoxed by the failure to get it. I suspect our critics are uncomfortable with a format that’s unfamiliar in its very familiarity. I hope our work changes some minds.

English language copywriting follows a mysterious tradition. Open a brochure; click on a random website; read a bio. Chances are, the tone is formalized, impersonal, fact-based, and boring.

In contrast, a truly effective 21st century copywriter speaks with bell-like clarity. He selects one or two messages, casting them in IMAX-scale dimensions. Then, he shapes and snips until they are vivid and airtight.

Take it from me: traditional copy is much easier to write. Nearly anyone fluent in English can sit down and define—matter-of-factly—what a business does, and what sets it apart.

Translating this into copy that grabs the reader? That’s a whole different story.

Deriving insights, and using those to step cleanly into the skin of the audience: that’s a grandmaster Zen skill.

Here at MarketSmiths, we love addressing the reader in the second person (“you”), pruning out distancing corporate speak, and cutting straight to the heart. Unprofessional? No sir. If done with skill and nuance, the result is smart, accessible, and most importantly, desirable.

Jean Tang

Jean Tang

A champion of high-end content, Jean is a living tribute to copywriting for humans. In 2012, at a TEDx talk, she declared her now widely viewed “War Against Bland.” The visionary founder of MarketSmiths, Jean leads her growing team to captivate, inspire, and motivate readers. She has helped thousands of global clients generate revenue from words (up to 12,000% ROI), and transformed the writing of hundreds of seminar attendees at the SXSW Interactive Festival (2014 and 2015), SXSW V2V (2014), the Small Business Summit (2014, NYC), and other venues.

Contact MarketSmiths!

Reach out to learn more and get captivating copywriting.

  • This field is for validation purposes and should be left unchanged.

Your Thoughts On this Topic

Leave a Comment

Your email address will not be published. Required fields are marked *

More from MarketSmiths

eye close up

3rd Person Singular: Copywriting Services & the Direct Address

The best technical copywriting speaks to human needs

Why The Best Technical Copywriting Isn’t Technical

house hanging over a precipice representing taking a risk in your business copywriting

Stop Playing it Safe! Why Being Uncomfortable Makes You a Better Copywriter

power of a good FAQ

How to Create a Better FAQ Page: 8 Ways to Turn Questions into Conversions

MarketSmiths ®

Copywriting for Humans ®

Digital by MadPipe. Photography by Chellise Michael.

Content Marketing Services

Stay in Touch

Join our mailing list to get actionable business, marketing, and content insights.

Thank you! We'll be in touch from time to time.

Powered byRapidology