you write something fairly direct. then someone changes one word because it “sounds too strong.” Someone else adds a sentence. Another person wants the company terminology included. Legal removes something. Marketing adds a phrase from the brand guidelines three rounds later, the copy is technically approved and completely lifeless. would love to hear what other copywriters see happening over and over during revisions what’s the change that most reliably makes good copy worse?   submitted by   /u/Intelligent-Copy-200 [link]   [comments]