(Have you any idea how hard it is to think of a copywriting term that begins with X? Well, let me tell you, it’s impossible. Which is why in my A-Z it stands for Xanadu. But bear with me – I’ll make it relevant, I promise.)
The OED describes Xanadu as ‘an imaginary wonderful place’.
When it comes to copywriting, it’s easy to get sucked into a vortex of self-doubt and insecurity trying to write perfect copy.
But, just like Xanadu, the concept of perfect copy is imaginary.
There’s only good copy and bad copy. Good copy works. Bad copy doesn’t.
So don’t waste time trying to write perfect copy. If you find yourself tinkering endlessly in pursuit of perfection, remember this: it’s better to get it out there doing something. Because I can tell you one thing for certain: when it’s languishing on your computer it isn’t doing anything and it’s the very definition of bad copy.
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