That time I thought I’d give up copy writing and become a dentist

If it sounds like it’s been written, then rewrite it. Weird statement, huh? It rings true. Have you ever been to a speech, a presentation, or a lecture that’s as dull as a dishwasher? Then, have you ever attended a similar scene with a gifted speaker, in which 30 minutes have gone by and you are so swept up in the story that you forget you’re meant to be learning something?

Or a different example, you’re at a house party and get introduced to a dentist who is so passionate about teeth that you walked away from the conversation convinced that you should enrol in dental school?

That is passion, and that is good, no, fantastic storytelling, and that’s a big part of copywriting, really, REALLY great storytelling. The second part and arguably more important part is understanding the digital landscape you are writing in.

Now, like anything, there are differing opinions with copy “Whaaat, our opinion isn’t gospel? Some copywriters are adamant that adjectives and adverbs should be used sparingly, as they crowd and weaken copy. The argument being that you wouldn’t talk like that in real life, so why talk like that in your copy? Because life shouldn’t be ordinary that’s why Buzzfeed user laura627 from Ohio.