bad copywriting kills business.

Why a good copywriter is important for your business, Part XXXVI:

Our fiber line is ready for service. We have two options for service providers at our location. As I can write off the cost as a business expense, I will order either 50- or 100Mbit service, at a cost of $99 or $199 a month. That’s a $1,200-$2,400 annual payment I’m willing to drop upfront so I can claim it on this year’s taxes.

Which company did I pick as a provider?

Not the one whose business FAQs read like this:


They may offer super-reliable service and prompt customer support, but I’ll never know. That’s because when I read company copy that wants me to grab a red pen and mark up my screen, it’s a huge turn-off and a major strike against that company’s professional image.

Hire a decent copywriter, folks. That FAQ would have cost you a twentieth of what you lost from just one potential customer. (Bet you dollars to donuts that the kind of person who cheaps out on the copy for their company’s public face to the world has also used the term “grammar Nazi” disparagingly before, or told someone correcting their spelling online that “it’s not a spelling contest LOL.”)

7 thoughts on “bad copywriting kills business.

  1. And they didn’t even use a spellchecker or halfway decent word processor.

    That would have caught “symetrical” and “best-efford” and “upto”.

    I can tolerate the occasional questionable construction, but this is deeply incompetent.

  2. *Sigh* If only I could get more businesses to think like this . . .yes – you need a copywriter!
    (No prizes for guessing what I do for a living ha!)

  3. Too much reliance on spellcheck. I’ve been seeing typos in one of the major newspapers in my town in recent months. Wouldn’t have happened five years ago, but I recently read that copywriting is a dying trade. Shame.

  4. It makes one wonder how much care they put into everything they do. The answer is likely to be “not much”.
    I have a brochure from a machine shop that promotes their services. In it, they extol the virtues of their quality control. The problem is, they spelled “quality” wrong.

  5. Sort of reminds me of my son’s Hah Skrule Ainglush Teechur, A PhD, by the way, who could hardly write a paragraph of more than three sentences without at least one egregious grammatical and two spelling errors. I used to amuse myself by correcting her notes sent home to me by correcting them with a red crayon, copying them in color and sending copies to the Chairtwit of the Skule Bored, the Principle (sic) of the high school and the “Teacher”. I also rubbed their noses in it at School Board meatings (sic) and with letters to the local wrap of fishes, naming names and providing copies of letters.

    Imaginative (some of ’em anyway) spellings from the teechurez notes to me. The only way that dumb-azz broad could have gradueated (sic) from any school but Barber College is because she had skin of a caramel hue. Yes, I know. Dat be all rayciss ‘n sheeit. She, however, remains a dumb-azz broad who couldn’t outsmart a rotted hemlock stump. Skin color and faux degree notwithstanding.

    Actually, I have two regrets in my life. That Da Missus and I had only two kids, and that we sent them to public indicroctination centers and not private or parochial schools.

  6. My my my, TWO different choices for fiber in your neck of the woods? What is that state coming to?