Good copy

doesn’t always get noticed. That’s okay, people are busy reaching for their wallets. Like a good Uber driver, good copy takes you where you need to go, in the shortest possible time. Good copy is a loyal friend, always talking you up. Good copy isn’t just important, it’s all-important.

Bad copy

gets noticed for all the wrong reasons. It uses jargon and over-complicated language to kill your message and is peppered with mistakes, damaging your credibility and destroying trust. Bad copy will take you round the houses, then ask you to pay double. Bad copy is your enemy, badmouthing you all over the internet.