A rose by any other name might smell as sweet, but it wouldn’t get as many clicks. When it comes to copywriting and conversions, spelling matters—and in the case of spelling eBook, ebook, Ebook, or e-book, it can matter a lot.
All copywriting strives to be authentic—especially when it’s coming from a brand aimed at younger, tech-savvy consumers. An impossibly bright puppies-and-rainbows outlook rings hollow. It’s even worse than boring: it’s fake.
So, what’s the perfect anecdote to an overdose of saccharine, cloying copywriting?
“The road to hell is paved with good intentions,” they say—but they’re wrong.
In content, branding, and copywriting, it’s paved with “not-bad” intentions.
And when it comes to conversions and optimization, not-bad website copy can bring the pain: fewer clicks, less leads, depressed revenue, and anemic ROI.
I’m so pleased to announce that in 2016, MarketSmiths will be releasing a series of Ultimate Content Guides: brief, highly readable resources intended to help marketing decision makers assess copywriting skills, benchmark pricing, weigh options, create strategies, and develop and execute remarkable, lead-generating content plans.
In this installment of MarketSmiths’ Badvertising, we look at what happens when your copy editor falls asleep at the keyboard. As usual, do not try this at home!
The Scottish Labour Party’s Marketing Misspell
It wasn’t supposed to go like this.