Boring copy is the work of the Devil.
He hides behind long-winded prose, lackluster descriptions, and low engagement rates. He uses his serpentine tongue to convince us all that “great” is the ideal adjective, headlines serve no purpose, and exclamation marks are all one needs to induce excitement.
BUT DON’T BE FOOLED BY HIS TEMPTING ELIXER.
HE wants you to stick to character counts.
HE wants you to avoid unexpected wording.
HE wants you to build bland paragraphs.
HE wants you to think of sales first.
HE wants you to put messaging second.
HE wants you to offer confusing calls-to-action.
HE wants you to have no control over tone.
HE wants your content to fail.
SO WE MUST EMBRACE THE UNEXPECTED, THE INTERESTING, AND THE INSPIRED.
Cast Lucifer and his wicked ways out of your copy needs. Proclaim, “Be gone, you who would have me write an email with no personalization. You who would have me depend on cliches and puns like a crutch. You who would have me turn a blind eye to audience, segment, or persona.”
Because that’s what the dark lord wants — he seeks to rid the world of well-written content, collateral, ads, and ideas. He feeds on the bland. The boring. The “Yeah, I guess that’ll do.” But no more. Through Doctrine & Covenants, we revoke his power, cast him out of the creative process - both in print and digital - to deliver creative that aims to lift you up, not put you to sleep.