Copy & Voice
Do I need a copywriter if I know my business better than anyone?
You have the raw material, which is the hard part to fake. What's difficult from inside is knowing what a stranger doesn't know, and choosing what to leave out. Expertise makes you over-explain. That's not a knowledge problem, it's a distance problem, and distance is what you're actually buying.
Next moves
- Replace every abstraction with the concrete thing it stands for.
- Cut the first paragraph. It is almost always a throat-clear.
- Write like one person talking to one person, then read it aloud to catch the lies.
Send the page. I'll mark the three sentences doing the real work and the twenty that are in their way.