The whole copify incident led to some ‘interesting debate’ today. This new business is essentially hiring writers out for 2p or 4p per word, depending on whether they’re ‘real’ writers or not (oh I’ll go for the cheap rubbish writer please).

Naturally, copywriters aren’t too keen on these kind of outfits. Copify actually sounds a bit like those home working schemes where you get 2p per widget made. I’m doubtful any client will get anything more than shallow, poorly targeted fluff from this service, even if it is properly spelt, grammatically correct fluff.

Copify hasn’t helped itself by sounding a bit like a cowboy outfit with no ‘real’ contact details on its website, then seemingly having a back-patting conversation with itself on Twitter while blocking dissenters. We may be cheap, Copify, but we have feelings.

But the problem really lies with clients who think it’s easy to fill a copy-shaped whole with any old nonsense. It happens all the time in PR. Both clients and the actual people you work with will essentially present the brief ‘write 500 words on x’ and, knowing this is all the brief you’re going to get, you will have to work to find a point to the piece, a set of messaging and an angle all by yourself.

This isn’t going to change, people being what they are, but Copify, you don’t have to make a business model out of it.

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