Copywriting is not as important as some copywriters would like you to believe

Right now, there's a real trend to label copywriting as THE MOST IMPORTANT bit of your marketing mix.

I am telling you, as a copywriter, that this is not correct at all.

Copywriting is, of course, important. You need to talk about the right things and hit the right pain points to persuade your audience to buy.

But the rest of the marketing mix helps you get your copywriting in front of the right people at the right time.

And the more tuned that machine is, the less work your copywriting has to do.

For budget-conscious CMOs, that means you don't need to spend as much money on your copywriting if you have the rest of the machine humming.

Copywriting is just one tool in your toolbox. It needs to be accompanied by things like skilled salespeople with the right incentives, a compelling offer strategy and smart decisions around who sees your content, and when.

Get this stuff right, and the copywriting adds serious leverage - but don't double and triple down on copywriting while neglecting these other bits of the mix.

Shouts out to Kamil Rextin for getting me thinking about this in his newsletter today. I’ve been a happy subscriber since day 1 (or so). You should sign up too.

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