Attending online events I’d never manage to go to in person is one of the few advantages of the COVID-19 pandemic. So along with a handful of Group Translation Chats (GTC) members, I signed up for the CopyCon 2020 conference held by ProCopywriters.
Long before we got to the talk on perfectionism, some speakers floated the idea that copy doesn’t have to be perfect. Sandra Wu from Blinkist told us that perfectionists were wasting their time because people skim content and only read around 30% of what you write. Copy doesn’t need to be beautiful and engaging to convert and so rewriting text to make the language better doesn’t pay off.