21 INDICATORS YOU WORK WITH
A CaSTRaTeD CoPYWRiTeR

HEAVY DEPENDENCE ON
CLiCHeS

HEAVY DEPENDENCE ON CLiCHeS In
today’s highly competitive marketplace.... Nobody beats us. Nobody. Period. User-friendly... mission critical...

SEVERE FIXATION WITH THe DaMn
CoMPaNy

SEVERE FIXATION WITH THe DaMn
CoMPaNy WELCOME TO LIGHTHOUSE FINANCIAL PL ANNING! We are CERTIFIED FINANCIAL PLANNERS. We take a whole-life approach to mapping the financial goals of our clients. Because we are fee-only, our only job is to make sure our clients are making the best choices. We don’t sell any products and do not receive commission for our investment advice or our financial recommendations. Why go with us? Our attention to detail and development of relationships with our clients is unparalleled. We’d love to have you join us...

OVERWHELMING NEED TO SAY EVERYTHING
ON THE FiR ST PaGE

OVERWHELMING NEED TO SAY EVERYTHING
ON THE FiR ST PaGE Everything can’t come first. Your home page or landing page should present an offer and a reason to take advantage of it. It sounds simple because it is.

INABILITY TO EVOKE AN
eMoTioN

INABILITY TO EVOKE AN eMoTioN
No pain, no gain. No tears, no joy. Identify the hot buttons... and push them.

EXCESSIVE USE OF
JaRGoN

EXCESSIVE USE OF JaRGoN enhanced
architectural framework.... premiums-to-reserves ratios... anti-microbial cleaning...

RELUCTANCE TO
PROVIDE MARKETING
ADViCe

RELUCTANCE TO PROVIDE MARKETING ADViCe
“Yes sir. Yes ma’am.” = No help.

COMPLETE LACK OF OPINION IN
THE AREA OF GRAPHIC DeSiGN

COMPLETE LACK OF OPINION IN
THE AREA OF GRAPHIC DeSiGN “Sorry, wrong department. Around here, we only deal with words.”

LACK OF INTELLIGENT
QueSTioNs

LACK OF INTELLIGENT QueSTioNs You
shouldn’t trust a writer with all the answers. A smart copywriter is going to ask smart questions.

DOESN’T KNOW SQUAT ABOUT SeO
You don’t want to use tricks to get clicks, but you do want to use the right words in the right places. Get a copwriter who gets it.

DOESN’T KNOW SQUAT ABOUT SeO
You don’t want to use tricks to get clicks, but you do want to use the right words in the right places. Get a copwriter who gets it.

AWKWARD REPETITION OF
KeYWoR DS

AWKWARD REPETITION OF KeYWoR DS
To gain an understanding of auto insurance you should contact one of our professional, trained auto insurance specialists. At that time, one of our auto insurance experts will help assess your auto insurance needs and deliver a customized plan to lower your auto insurance costs. Click here for a free auto insurance consultation.

INCLINATION TO CITE COPYWRITING FoR
MuLaS

INCLINATION TO CITE COPYWRITING FoR
MuLaS A ton of magic formulas = a half-ounce of creative talent. If you don’t have a formula company, don’t fall for copywriting formulas.

A TENDENCY TO AGREE WITH
EVERYTHING You SaY

A TENDENCY TO AGREE WITH
EVERYTHING You SaY The copywriter who never challenges your ideas probably doesn’t have any.

IMMEDIATE AVAILABILITY AND DUBIOUSLY L
FeeS oW

IMMEDIATE AVAILABILITY AND DUBIOUSLY L
FeeS oW Your copywriter can start today, finish tomorrow and beat anyone’s prices. Do the math.

AWARD-WINNING & WICKED CL eVeR
NeSS

AWARD-WINNING & WICKED CL eVeR
NeSS Mediocre copywriters are obsessed with winning awards. Great ones are obsessed with winning business.

AN IRRESISTIBLE COMPULSION TO HIGHLIGHT
FeaTuReS

AN IRRESISTIBLE COMPULSION TO HIGHLIGHT
FeaTuReS Speeds, feeds, ingredients, years of experience, and so on. Features will fail you. Benefits bring the buyers.

AN OVER ZEALOUS EMPHASIS ON
INDUSTRY eXPeRieNCe

AN OVER ZEALOUS EMPHASIS ON
INDUSTRY eXPeRieNCe Industry expert. Copywriting expert. They are not the same thing.

LAME OR NO
WebSiTe

LAME OR NO WebSiTe Does
your doctor smoke? Is your financial planner poor?

FEAR OF
NeGaTiViTY

FEAR OF NeGaTiViTY The copywriter
afraid to write something negative is naive. The contrarian angle is positively powerful.

CONCEPT
ReCyCLiNG

CONCEPT ReCyCLiNG It’s great to
recycle waste, but don’t waste your time and money recyling ideas. Create something.

NO SENSE OF
HuMoR

NO SENSE OF HuMoR Need
a comedian? No. Need to make a human connection. Yes. It’s funny how powerful humor can be.

YOUR COPYWRITER SHOULD HAVE SOME
eVeN iF He iS a SHe

DON’T BE aFRaiD Text YOU
KNEW THIS WAS COMING... MeeT BaR RY FeLDMaN

FELDMAN CReaTiVe Point your browser
to FeldmanCreative.com for all your online marketing needs. Owner Barry Feldman has been a copywriter and creative director since “Friday the 13th: Part VII” was released. You had to know this was coming.

FELDMAN CReaTiVe A seasoned storyteller,
Barry will help you create ultra-magnetic content and offer pointers to sharpen your site, attract and engage prospects, nurture relationships, generate sales, and build loyal brand advocates. You had to know this was coming.