Every brand wants words that sell, connect, and stick—the kind of copy that makes people stop scrolling, pay attention, feel something, and possibly buy something. But here’s the problem: over the years, a few stubborn myths about what “good copy” looks like have taken hold. They get repeated in meetings, baked into briefs, and passed down to neophyte writers as if they’re gospel.

The truth? Those myths aren’t helping you. In fact, they might be quietly sabotaging your brand—dulling your message, confusing your audience, and keeping your copy from reaching its full potential.

Let’s bust a few of them. Here are five copywriting myths that might be holding your brand back—and what to do instead.

---

Myth #1: “Shorter Is Always Better.”

The myth: If it isn’t snappy, nobody will read it.

The truth: Brevity matters, but clarity matters more. A punchy three‑word headline won’t save you if no one understands what you’re offering. Don’t obsess over word count—obsess over meaning. In other words, trim the fluff, but keep what your audience needs to feel informed and confident.

---

Myth #2: “Great Copy Should Be Clever.”

The myth: If it’s not witty, it’s not working.

The truth: Cleverness can grab attention, but clarity closes deals. A headline that makes your creative director smirk won’t matter if your customer doesn’t get it. Instead, sprinkle in cleverness where it supports—not distracts from—your message.

---

Myth #3: “Copywriting Is Just About Words.”

The myth: Writing happens after the “real” strategy is done.

The truth: Great copy starts with strategy. It’s about understanding your audience, your positioning, and the emotional triggers that drive action. Words are the output—not the whole job. Involve copywriters early, let them help shape the brief, not just fill in the blanks.

---

Myth #4: “One Voice Fits All.”

The myth: Once you have a brand voice, you can copy‑paste it everywhere.

The truth: Your tone should flex depending on the platform, audience, and context. A medical white paper and an Instagram reel shouldn’t sound identical—they serve different purposes. Repeat after me: create voice guidelines with room to adapt—without losing your core identity.

---

Myth #5: “AI Will Replace Copywriters.”

The myth: Why hire a writer when a bot can write a blog in five seconds?

The truth: AI is a tool, not a storyteller. It can help with drafts, brainstorming, or research, but it can’t replace the nuance, empathy, and creative leaps that come from human insight. Use AI to enhance your process, not replace your point of view.

Your Brand Deserves Better Than Myths

Great copy isn’t magic—it’s strategy, craft, and empathy working together. If you’ve been stuck following these myths, it’s time to rewrite the rules.

Which of these myths have you bumped up against? Drop a comment below—I’d love to hear your take.