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VA Copywriting

DIY Copywriting

11/11/2007

What gift is underneath your wrapping paper?

I have a client who came to me to rewrite his existing website. This is always a tough one because often it is more difficult and less effective to re-write something that wasn't so great in the first place (although people often, mistakenly, think this is an easier job just because something is already written) than it is to start from scratch...but that's another story.

This client, whose new site is still in the works (it is also being re-designed in addition to the reworked and rewritten copy) recently recounted something his colleague told him:

"Ed," my client's friend said, "You are a great gift that no one can see because of your improper packaging. No one sees you beyond the packaging."

My client is a world-renowned speaker, trainer and all-around inspiring and impressive guy. But what this third person was saying was very true and very telling. It's not enough to be great at what you do. You need to look, sound and read (your words) the part as well. The existing website did not even come close to doing its job for this caliber of a guy.

You may think your site or your brochure or your message is less important than what you actually do and deliver, but you know what? You'd be mistaken. The image, the impression, the credibility are as important IF NOT MORE IMPORTANT than the actual goods and services delivered.

It may not be fair, but it's the truth.

So how professional, clear, attractive and impressive is YOUR wrapping?

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posted by Get It In Writing, Inc. at Permanent Link