Is Copywriting just about selling?

When clients or prospects are reading your printed company material - how many errors, mistakes, inconsistencies, contradictions, grammatical hooplas or deviations does it take to lose credibility, brand reputation or professional image? Worse still, how would you ever know?

How could you track prospects' indifference to your product or service? People aren't going to phone up and say "I decided against buying from you because your article or brochure was badly written".

Fact is, writing must be so accurate it removes the capacity to switch readers off. That's why companies employ commercial writers - to guarantee their content protects and enhances reputation.

Sure, content should influence positive purchasing decisions - but, it's not just about selling. It's also about portraying the correct image. Often overlooked, this is the true value a commercial writer brings - the capacity to sell and the ability to protect.