copywriting tips Tag

The biggest mistake we see when editing copy for use online is when people are overly formal in their writing style. Sure, there are certain situations where lengthy descriptions and certain words may be necessary, such as in legal documents for example, but the easiest way to distance your readers from what you are trying to say (or sell) is to use words that you wouldn't use in real life.
As an agency, we've written about a lot of different stuff in Black Mountain's short life. From serious corporates to small, cheeky startups, we've written content about office space. Logistics. Pizza. Electrical compliance. Perfume that goes in your pocket. Educational outreach programmes. Online car auctions. Hedge funds. Jewellery. Haircare products. Seafood.
In my first job as a junior copywriter, my boss kept a shared spreadsheet of words that our team was forbidden to use in any piece of writing. The no-go list was made up mostly of adjectives, and it went something like this: