Copy That Lands

Replace generalities with concrete outcomes, feelings, and imagery.

If they can picture it, they can feel it.
If they can feel it, they can care about it.

#Copywriting #CopywritingTips #Marketing

Specific.
Relatable.
Emotional.

18 karat picture frames
Stories of a king who loves his queen
Sheets of orange and yellow
like we’re playing in a pile of autumn leaves
A morning touched by Midas
not a thing inside this room that isn’t stained
Walls that look like coins
as if we melted down a treasure into paint

It's fine.
Nothing "wrong" with it.

But it's uninspiring and entirely forgettable.

Here's what I wrote instead ...

In 2017, I released a song called Golden. In the second verse, I wanted to set the scene of a bedroom lit by the morning sun.

I could’ve written:
The sun came up and filled the room
It was bright and it was warm
Everything in a golden hue
A new day had been born

Concrete outcomes, feelings and imagery evoke emotion.
Vague statements do not.

Songs fail for the same reasons marketing copy does.
They don’t generate a reaction.

Often, what’s missing is emotional specificity.

I’ve worked in digital marketing for nearly a decade.
I’ve been a songwriter much longer.

Music shaped my philosophy early:
If it doesn’t make you feel something, it disappears. 🧵

Soon, I’ll be sharing a guide on how to move beyond copy that’s “fine” and start writing copy that actually earns attention.

#Copywriting #CopywritingTips #Marketing

I’ve worked in digital marketing for nearly a decade and have seen clear, on-brand copy fail not because it’s wrong — but because it’s safe, polite and responsible.

When it doesn’t, the first instinct isn’t to question the copy.
It’s to question the offer.
Or the timing.
Or the channel.

To be fair, sometimes those things are the problem. But often, the problem is much simpler: the copy didn’t say anything worth reacting to.

Most copy isn’t bad.
It’s clear and on brand.
It’s grammatically correct.
It follows the brief.

And it still doesn’t work. 🧵

Fine copy explains. Felt copy makes readers stop, lean in and care.

Fine: “Our software helps small businesses manage their finances.”

Felt: “Stop losing hours on tedious finance work — organize, automate and breathe again.”

Fine copy = safe, polite, technically correct. Survives meetings → ignored by readers.

Most copy is ... fine. Fine copy survives approval, but dies in readers’ minds. 🧵