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One Copywriter's Pet Peeve: Lazy Copy
Every writer has pet peeves that make him or her cringe. I actually have two.
The first one is “I want to thank…” It must just be me, because I see it and hear it all the time. Every time I do, my instant reaction is “Well, then why don’t you do it if you want to?”
The other pet peeve, however, I believe is simply the sign of a lazy writer. It marks someone who can’t be bothered to tell the whole story. It’s also generally an untruth.
What is the word? “Needs.”
Everywhere you look you can find ads that say “Call on us for all your (whatever) needs.”
Why can’t the writer take time to tell what the business or person actually has to offer? Especially since no one business or person can take care of all of anyone’s “needs.”
I specialize in writing marketing copy for the real estate industry. If I wrote an ad that said “I’ll take care of all your copywriting needs,” I would be offering a false statement.
For instance, if someone called on me to write a newsletter about the stock market, I’d say no. Ditto for a technical manual about an electronics product – or about how to ... more

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