There is a client I picked up a few months ago and the product is fine, does what it says, nothing wrong with it, but I have zero personal connection to it. The copy I write for them is technically solid. Good structure, clear benefits, reasonable CTA. But it feels like it was assembled rather than written. Compare that to my own ecom store where I genuinely think the product is worth buying, and even though I've complained about the paralysis of knowing too much, when I do get a sentence right it has a different quality to it. Something in the rhythm is looser and more direct. What I can't figure out is whether that's belief doing something real in the writing, or just familiarity with the audience because I am the audience. Because the uncomfortable version of this question is: if belief leaks into copy quality, what does that mean for client work where you're mostly indifferent to what you're selling? Do you fake it until something clicks, execute the brief cleanly and not worry about it, or turn down work where you can't get there? I've mostly been executing and not worrying about it. But I read back some of that client copy lately and it has this flat professional quality that I wouldn't point to as an example of anything. Curious if this is a real thing people notice or if I'm just in my head about it.   submitted by   /u/Intelligent-Copy-200 [link]   [comments]