There are many ways I could address this question because it can mean many different things. I will dive into this question from a hybrid point of view because I think that’s the most interesting way to address this fascinating question. Read on to see how I take this question apart as an ethical business content writer and an avid shopper!

Can copywriting be good or bad?

The first part of addressing this question is asking that part! After all, writing is just a “thing,” so can it even be good or bad? Answer: Yes. Here’s what you should know.

• Copywriting is never just straight content: Despite how plain the words will look on the page, there is always a lot going on behind them. The goal should be clear in each phrase that you read because that’s why you’re writing content in the first place! I’ve written before about the differences between content writing and copywriting, so that also plays an essential role.

• Writers (and their clients) have agendas: The words on the page are going to be determined by the writers, as dictated by their clients. Some clients care solely about converting viewers to buyers/customers, which can mean that the copywriting is swayed firmly in that direction. As both a professional writer and a shopper, I find this frustrating. As a writer, I want to share details on the product or service and let the customer make the decision that’s best for them. As a shopper, I want to decide to convert to a customer since feeling forced into it will make me run in the other direction. The other component to this is that copywriting that doesn’t follow that ethical boundary is often easy to spot — in a bad way. Non-writers can spot this easily, and it doesn’t usually sit well with them. It’s even easier for an experienced content writer.

• Customers read with their own perspectives: Since most customers have read “pushy” copywriting before, they can come onto your webpage with that perception in place. They’re skeptical already and want to know if you’re trying to trick them. If they’ve read enough bad content in the past, it will likely be difficult to prove that this is ethical copywriting, and they have full freedom to make up their own minds! This skepticism is often where the potential “danger” of copywriting’s bad reputation comes in.

Bad copywriting has earned this question its place

What it comes down to, as someone with a lot of experience in copywriting and content writing, is that there are a lot of valid reasons why copywriting has a bad reputation. However, that reputation deserves to be put on the idea behind the content rather than the content itself. The reality is that there is “bad” copywriting out there, and that kind of content is why there’s even the potential for this reputation to exist.

Fellow freelance writers, what do you think? Am I letting my love of shopping sway me too much? Or do you feel as though professional copywriting should be focused on ethics, too? Let me know!