How to recognise good copy
Good copy is hard to write
The world is full of copywriters ready and eager to help. But good copy is hard to write. You need to know what makes good copy.
Good copy has very few adjectives
In an effort to persuade a reader of your difference you may be tempted to load your copy with adjectives to push your message: leading, pre-eminent, premier, global, extensive, complex ... Take out all the adjectives, read your copy, and then put back the few that you need. The fewer you use and the more unusual they are, the harder they will work.
Good copy uses active verbs
Professional services firms are addicted to abstract nouns. Nouns make things sound so much more complicated. Abstract nouns also sap the energy out of writing. Good writers make things as easy as possible for their reader. No sentence should ever need to be re-read. Meaning should be clear at first glance.