Many marketing leaders didn’t start their career on the creative side. Or even in marketing, at all.
So they don’t understand what copywriting really is.
They think it is merely wordcraft — alliteration, phrasing, verbiage, terminology.
And they readily outsource the task to an agency or, perhaps, a junior-level internal employee.
As any effective copywriter knows, the majority of the craft lies in “knowing what to say.”
While the “knowing how to say it” part is far from inconsequential — for example, changing four simple words led to a 132% increase for a CTA — this is the part a marketing leader can readily outsource.
