Why 90% of Copywriters Suck

It's not what you think...

Author

Lachie Newland
May 02, 2024 • Estimated Reading Time: 3 minutes

I’ve read enough copy over the last 2 years of running my email marketing agency to easily spot the difference between good and bad copy.

I’ve spoken to enough Ecom brand owners who’ve had bad experiences with other agencies or copywriters to know that most people are bad at writing copy.

Before I tell you why, I want to make it clear that I’m no copywriting expert. I have plenty of room to improve. I know that.

But the reason that most people suck at writing copy is because they spend most of their time trying to write, instead of researching who they’re writing to.

If you know everything about your target audience, the copy almost writes itself.

You can simply use one of the famous copywriting formulas like PAS (problem-agitate-solution) or AIDA (attention-interest-desire-action) and plug-and-play.

If you don’t research properly you’ll be guessing what the audience’s problems or interests are and you’ll write copy that doesn’t convert.

This is how we like to separate ourselves from other Email Marketing agencies.

Every client we onboard needs to fill out a complete onboarding form. It gives us a head start on the research phase and leverages the expert (you) to make the process more efficient.

We ask detailed questions all about your product, customers, company, and competitors.

This allows our initial hypothesis and copy to be more accurate.

The results:

  • Less revisions

  • Better results

  • Quicker results

  • A happier client

  • A better client-agency relationship from the start

Research isn’t ‘fun’. It’s necessary.

Chuck some good music on and get to work with your research.

And if you run an Ecom brand and want us to take care of your email list, click this link and see if you qualify for our guarantee: https://calendly.com/lachie-newland/discovery

Much love,

Lachie

PS: I just uploaded a new video teach you how to design emails in Figma for Klaviyo. This is the second video I’ve done like this, and in this one I give away some expert secrets to creating high-converting email designs.

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