Noise is the enemy
And your voice is all that matters
The truth: People don't care about products,
they care about experiences.
Anyone can write "content" (and yes, I'm vigorously shaking my air quotes), but the difference between the right words and too many words is the difference between lightning and a lightning bug (insert famous quote here).
You don't want to buy products from a sleezy car salesman, because even if the product is nice, you don't like the way they look/sound. Because branding isn't about a logo, words, or service offerings, it's about how someone feels about you. In that sense, it's a lot like dating. And to date, you need to look and sound the part.
Your voice needs to be the only one your customers hear.
...And that's what separates a copywriter from someone that writes copy.
Want to know more details about the copywriting process?