We like to think that the copy we write for our brochure or website will be perennial. Nothing about your business should be changing that much. And what you write should at least stay current through the time it takes for you to distribute the quantity you have ordered!
But there is more to this habit of thinking. We think we know what we are talking about and trying to sell, and what our people want us to tell them, if not what they want to hear. Our best efforts are loaded with me-too gobbledygook, trendy marketing cliches, and buzzwords. Besides, who wants to write their primer opus – or their magnum opus – over and over again? Who wants to constantly refer to their defining sales pitch, their profile, their resume or introduction as a “work in progress” or, worse yet, a “draft”?
Nobody. It’s humiliating.
But from time to time, home pages need a facelift, a rethinking, a strategy shift. You need to attune your copy along with your images and layout to reflect who you have become. Even if you haven’t changed names or ownership, your business may have new players, a new internal structure, new heirarchies of values. Also, you may be targeting new prospects or customer types. Updating copy is about more than correcting obscure typos and grammatical mismatches. Updating your copy helps you put your business onto different wavelengths, and thus onto different people’s radar screens.