As a copywriter myself this speaks to my soul. I am so sick of “all in one” “delivered right to your door” “cut out the middle man” “AI powered technology” “meticulously crafted” babe no clothing company that’s VC backed on a Red Antler sans serif DTC online storefront makes anything that could pass as “meticulous” and most people don’t even understand what distinguishes true craftsmanship at all. It’s just a thing people say. Reformation usually kills it with their email subject lines, I’ll give them that. But their tagline is awful. “Being naked is the most sustainable option. We’re #2” like lol wearing thrifted clothes is #2 obviously. Maybe it worked when they launched but the second hand market has ballooned and the consumer is way more sophisticated.
My god, never have I felt so seen as a copywriter. My company primarily does CRM work (all those emails we all immediately delete), which makes it even more mindless. I really do think so much of the issues comes back to the devaluing of language & writing as craft. Because bound up in that is the need to assume that your reader/customer is intelligent—if you let go of that premise, you can produce whatever trite bullshit you want.
Crying tears of being seen. As an overworked and under resourced marketer for A Retail Brand, building brand loyalty is the bane of my existence. Why would anyone be loyal to any brand nowadays? We’re all in the loop about how poorly everyone is paid, how insane sales goals are, and how little everyone actually needs to be consuming. To the point about comfortably luxurious products solving “problems”, it’s the one thing that gets clicks and CVR. And it feels manipulative every time.
Brands are simply too numerous and not desirable anymore. There is no such thing as a strong brand right now. And those of us with a conscience know that brands are just 20 people working under 4 people making 99% of the money doing 5% of the work then going to Hawaii on a “much needed break.” And the 20 people are writing copy like “Dear Mouth” and then stabbing themselves in the eye with their apple pen to feel something, anything.
All of this is to say, I gotta make money to live and it sucks that I landed here at this abysmal time in marketing and advertising. I would probably never call my customers a mouth. Unless they liked that and it served the powers that be.
Thank you for summarising exactly how I feel. I was driving the other day and saw a van which had the tag “independently together” plastered on the side - how bold, how brave!
"Dear Mouth, Enjoy. Sincerely, Lid." I'm a copywriter too, and I can't stand copy that is clever for clever's sake, with zero consideration beyond "that's cute!" Not that this is particularly clever, but you know what I mean. I'd bet my molars that the words "surprise and delight" figured heavily in the discussions leading to this.
Hey! It's called The Elements of Style by William Strunk & E.B. White, originally published in 1959. Chapter V, "An Approach to Style" is truly excellent. I believe I have the 4th edition.
It seems like every new brand for years now is a single word tangentially related to the product on offer, in lowercase sans serif, with several key vowels missing. What you’ve wonderfully described is the sales copy that matches.
“(I don’t blame the copywriters, by the way. The vast majority of copywriters I’ve met are quite talented and share these frustrations. I blame the useless focus groups and the spineless C-suite executives who refuse to take even the tiniest risk.)1”
Having worked on both sides, for agencies and for brands, this is absolutely the case. Having to sell creative to C suite dullards who never actually had to buy the product they are selling, is a soul crushing existence that I eagerly accepted a severance to escape.
Nice job articulating some blasé feeling I’ve had about how copywriting has been lazily devolving for a long time.
The worst offenders are these comfortably-luxurious products like your lululemon and allbirds because they’ve “solved” problems traditionally uncomfortable jeans (?) and sneakers haven’t. Or so they claim.
That being said, it still varies by industry and there’s some contrarian fun still being had.
What do you think about how Duolingo approaches its brand?
Ah well bless you and your ability to stay offline more.
Yeah, they’re a language learning company notorious for bizarre marketing centered around a demonic bird that reminds you to study, no KendallGigiEtc to be found. Their most recent play was actually slaughtering their own bird (brand? Yet to be seen).
Lmao. If they do that thing where the brand pretends to be "friends" with other brands it's a hard no from me. Seeing the official Sweetgreen account comment "iconic" on Warby Parker posts makes me feel what I can only describe as disgust.
Yes, marketing right now feels like the person you spot out of the corner of your eye at a party and then spend the rest of the evening desperately trying to avoid. Whereas it really should feel more like the most interesting person in the room. The person you try to corner and monopolize for hours.
None of us think these marketing campaigns are interesting. Nobody wants their stories.
As a copywriter myself this speaks to my soul. I am so sick of “all in one” “delivered right to your door” “cut out the middle man” “AI powered technology” “meticulously crafted” babe no clothing company that’s VC backed on a Red Antler sans serif DTC online storefront makes anything that could pass as “meticulous” and most people don’t even understand what distinguishes true craftsmanship at all. It’s just a thing people say. Reformation usually kills it with their email subject lines, I’ll give them that. But their tagline is awful. “Being naked is the most sustainable option. We’re #2” like lol wearing thrifted clothes is #2 obviously. Maybe it worked when they launched but the second hand market has ballooned and the consumer is way more sophisticated.
I wish I could add this comment to what I wrote and quote you on it.
Thank you Catherine!! Your writing is a joy to read and I look forward to your newsletters immensely.
My god, never have I felt so seen as a copywriter. My company primarily does CRM work (all those emails we all immediately delete), which makes it even more mindless. I really do think so much of the issues comes back to the devaluing of language & writing as craft. Because bound up in that is the need to assume that your reader/customer is intelligent—if you let go of that premise, you can produce whatever trite bullshit you want.
So well said.
Crying tears of being seen. As an overworked and under resourced marketer for A Retail Brand, building brand loyalty is the bane of my existence. Why would anyone be loyal to any brand nowadays? We’re all in the loop about how poorly everyone is paid, how insane sales goals are, and how little everyone actually needs to be consuming. To the point about comfortably luxurious products solving “problems”, it’s the one thing that gets clicks and CVR. And it feels manipulative every time.
Brands are simply too numerous and not desirable anymore. There is no such thing as a strong brand right now. And those of us with a conscience know that brands are just 20 people working under 4 people making 99% of the money doing 5% of the work then going to Hawaii on a “much needed break.” And the 20 people are writing copy like “Dear Mouth” and then stabbing themselves in the eye with their apple pen to feel something, anything.
All of this is to say, I gotta make money to live and it sucks that I landed here at this abysmal time in marketing and advertising. I would probably never call my customers a mouth. Unless they liked that and it served the powers that be.
"It has reached the point to where it arguably is art, because it is so gestural so as to be nonsensical." screaming
they're outsider artists
the picture of Don absolutely sent me looooool
Thank you for summarising exactly how I feel. I was driving the other day and saw a van which had the tag “independently together” plastered on the side - how bold, how brave!
I feel your pain, working in a B2B marketing role outside of Substack. Lazy copywriting can be painful to stumble across!
"Dear Mouth, Enjoy. Sincerely, Lid." I'm a copywriter too, and I can't stand copy that is clever for clever's sake, with zero consideration beyond "that's cute!" Not that this is particularly clever, but you know what I mean. I'd bet my molars that the words "surprise and delight" figured heavily in the discussions leading to this.
Hey Catherine, this was brilliant. Would love to read 'this slim volume' the book you recommend and reference—was there meant to be a link?
Hey! It's called The Elements of Style by William Strunk & E.B. White, originally published in 1959. Chapter V, "An Approach to Style" is truly excellent. I believe I have the 4th edition.
Truth. Went from copywriting to just writing. Let AI have the formulas. It’s a crazy time for marketing right now
Loved this, I feel so seen
Not the fiddle leaf fig on the homepage I’m screaming
It seems like every new brand for years now is a single word tangentially related to the product on offer, in lowercase sans serif, with several key vowels missing. What you’ve wonderfully described is the sales copy that matches.
“(I don’t blame the copywriters, by the way. The vast majority of copywriters I’ve met are quite talented and share these frustrations. I blame the useless focus groups and the spineless C-suite executives who refuse to take even the tiniest risk.)1”
Having worked on both sides, for agencies and for brands, this is absolutely the case. Having to sell creative to C suite dullards who never actually had to buy the product they are selling, is a soul crushing existence that I eagerly accepted a severance to escape.
A thousand times, this.
Nice job articulating some blasé feeling I’ve had about how copywriting has been lazily devolving for a long time.
The worst offenders are these comfortably-luxurious products like your lululemon and allbirds because they’ve “solved” problems traditionally uncomfortable jeans (?) and sneakers haven’t. Or so they claim.
That being said, it still varies by industry and there’s some contrarian fun still being had.
What do you think about how Duolingo approaches its brand?
Thank you, I agree. I'm not familiar with what they've been up to, but I will look into it. I gave up trying to learn Italian long ago, I'm afraid.
Ah well bless you and your ability to stay offline more.
Yeah, they’re a language learning company notorious for bizarre marketing centered around a demonic bird that reminds you to study, no KendallGigiEtc to be found. Their most recent play was actually slaughtering their own bird (brand? Yet to be seen).
Lmao. If they do that thing where the brand pretends to be "friends" with other brands it's a hard no from me. Seeing the official Sweetgreen account comment "iconic" on Warby Parker posts makes me feel what I can only describe as disgust.
Yes, marketing right now feels like the person you spot out of the corner of your eye at a party and then spend the rest of the evening desperately trying to avoid. Whereas it really should feel more like the most interesting person in the room. The person you try to corner and monopolize for hours.
None of us think these marketing campaigns are interesting. Nobody wants their stories.