3801 N 27th St; Tacoma, WA 98407


Why Bad Content Kills Brands (and How to Avoid it)


Don’t write good? Get help!

It doesn’t matter whether it’s on your website (page or blog post) or social media.
1. Bad copy destroys trust.
2. Bad copy doesn’t make people take action.
3. Bad copy doesn’t communicate your story
4. Bad copy doesn’t keep them reading
5. Bad copy doesn’t focus on the reader
Think you know the proper use of who, that and which?

And the use of think, but, almost, always, just, literally….. ouch!

When you do:
Decide if you need a copywriter or content editor:
  • An ‘About Me’ page, your story or a bio – Perfect for a skilled copywriter.
    (I highly recommend my friend Debra Jason)
  • Blog articles – You’re the subject matter expert. You write it. Hire an editor to polish it.
Decide who to hire:
  • Ask to see samples of their work and read it!
  • Find out how long they have been writing (experience counts).
  • Don’t be cheap….. 

It’s your brand image, reputation, and profits on the line. 

4 thoughts on “Why Bad Content Kills Brands (and How to Avoid it)”

  1. With everyone doing content marketing these days, you need the quality of your writing to stand out.

    Good writing will capture the attention of your target audience, build credibility and trust, and drive people to take action. Good writers have a deep understanding of marketing psychology. Before they write a word they will invest time to understand the audience, the product and the market.

    Having a great product is no guarantee of success when there are a sea of other great products to choose from. Being able to find the right words to tell people why they should be interested in your product and how it can help them is often the difference between success and failure.

    1. Excellent points Clement. It also depends on the type of writing. Is it to sell? To educate? There is also a skill set there. You need to seek out a writer who can meet your needs.

      For me, a big piece is holding attention. People have to want to continue to read to get to that point of deciding to trust or purchase.

      There is also the element of ‘passion’. I prefer to edit than act as a copywriter. You know your product or service. You have the passion for it. I can hear it when you speak about it, I can hear it in your writing. I want to help ‘polish’ it so others will read it and hear it.

      Thanks for your thoughts!


  2. Great post — it’s really important for business owners to be self aware, especially in this case. Too many people think they’re great writers when they’re awful (and I mean, REALLY awful). Someone who is aware of this flaw in themselves and can admit it and then ask for help is only doing their brand a favor.

    I wouldn’t try to build my own storefront myself just because my dad and I put together a treehouse a quarter of a century ago — that’d be silly. And yet, this is the same attitude that many business owners bring to their own marketing and technical communications. They think “Oh, I got a B in college English! I can do this!”

    It just doesn’t work that way.

    Great article Robert!

    1. Thank you Adam. You’re exactly right. Business owners need to know their strengths and weaknesses. Focus on what they do best and hire to fill voids, especially when your brand image is on the line…one area where you cannot afford to cut corners.

Leave a Reply

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

This site uses Akismet to reduce spam. Learn how your comment data is processed.