The Copywriting Lies You've Been Sold - and What Actually Works

Let’s get straight to the point: the copywriting world is full of BS. Over the years, you’ve probably heard a mountain of advice that sounds convincing but, in reality, is just plain wrong. The result is you get stuck spinning your wheels, wondering why your copy isn’t converting.

Well, it’s time to clear the air. Let’s expose some of the biggest copywriting lies out there and, more importantly, show you what actually works.

Lie #1: Short Copy Always Converts Better

Everyone’s obsessed with keeping things short these days. We’re told readers have the attention span of a goldfish (they don’t, by the way, only goldfish do). But here’s the truth: short copy only works when your audience already knows, likes, and trusts your brand.

If you’re selling something complex or brand-new? Short copy will leave your audience scratching their heads and clicking to a competitor.

💡 What actually works? Write as much as you need to persuade. No more, no less. If your copy is engaging and relevant, people will read it - whether it’s 50 words or 500.

Lie #2: Copy Has to Be Perfect Before You Hit Publish

Fun fact: perfectionism kills creativity. Waiting for every word to be flawless, every comma perfectly placed, and every metaphor to shine is a surefire way to paralyze your process - and miss opportunities.

💡 What actually works? Good copy is better than no copy. Get it out there, test it, and improve as you go. Your audience cares about clarity and connection, not whether your semicolon is in the right place. Progress over perfection, every time.

Lie #3: Follow Best Practices for Guaranteed Success

Ah, the good old 'best practices' scam (you knew this one was coming, right?). Best practices might feel like a safe bet, but safe doesn’t sell. If you’re sticking to the same formulas as everyone else, your copy is destined to disappear into the noise.

💡 What actually works? Breaking the mold. Experiment with new formats, tones, and angles. The best copy stands out - not because it follows the rules, but because it dares to break them.

Lie #4: You Need to Be Funny to Be Memorable

Sure, humour can work wonders - but only if it aligns with your brand and resonates with your audience. Forced jokes or trying to be funny for the sake of it? Cringe-worthy at best, alienating at worst.

💡 What actually works? Focus on authenticity over humour. If your brand voice is naturally witty, go for it. But if it’s not, don’t force it. Memorable copy comes from being real, not from bad dad jokes.

Lie #5: Great Copy Speaks to Everyone

A cliché, perhaps; the truth, absolutely - if you’re trying to please everyone, you’re pleasing no one. Vague, catch-all copy doesn’t connect with anyone on a meaningful level.

💡 What actually works:? Nail your niche. Speak directly to your target audience. Be specific. Use the words, fears, and dreams that resonate with them - not some mythical 'general public'.

Ready to Rewrite the Rules?

The next time someone tells you to “keep it short”, “stick to best practices”, or "make it funny", take a step back. Ask yourself: will this make sense for my brand and my audience?

Because great copy isn’t about following rules. It’s about connecting, persuading, and standing out. And that comes from ditching the lies - and doing what actually works.