Sometimes, those involved in marketing campaigns (both buyers and providers) get lost in a sort of creative love-in, congratulating themselves on a great job and forgetting the core aim.

A common pitfall of copywriting is to focus on the product itself, or the company selling it. Instead, effective copywriting focuses on the customer.

The pain of deleting your precious words can be intense. But it’s also essential.

The best copywriting uses everyday words, not complicated language