Copywriters Podcast

People always ask me, what's the difference between "copy" and "branding." My answer is: There's no difference between copy and good branding. It's copy and bad branding that are so different. Here is why: Good copy is not about you, or your product. Really. It's about the customer. What their life is like right now, and what their life experience will be like once they have your product, or use your service? That's what good copy is about. And good branding is really a condensed description of what your customers experience doing business with you. Your reputation in a catchphrase. Look at it this way. You know what a half-silvered mirror is? Where you can see through one side, but the other side is a mirror. Like you see on the back wall of an interrogation room on a detective show on TV. The bad branders hold the mirror side in front of their own faces. So the customer sees the brander, the marketer. The good branders, and the copywriters, hold the transparent side to their faces and point the mirror si