What Are Some Tell-Tale Signs Of Bad Consulting Sales Copy?

Ask a Chinese chef what he means by baking, boiling, broiling, frying and grilling, and he tells you they are cooking processes used in traditional Chinese cuisine.
Now ask a Chinese military general or military historian the same question, and he tells you that they are ancient Chinese torture and execution methods.
Quite a difference.
As a result of boiling, broiling or frying, you can be either well fed or well dead.
I mention this humble little factoid because this is the exact problem when two people look at sales copy.
For most consulting firm leaders, copy is just an imbecilic dump of over-hackneyed rhetoric and vending-machine clichés based on an almost random dump of haphazardly patched together words and phrases that no one reads and gives two shits about.
So, they think if copy is just some filler of some eyesore white spaces, it must be produced as cheaply as humanly possible.
So, they go and find someone in India, Bangladesh or Albania who can write copy for as little as $5 per hour or less.
But a few consulting firm leaders regard copy as the foundation of their good marketing that creates their brand and "premium" perception in the marketplace.
So, they see valuable, engaging, action-oriented so-called "authority" copy that buyers can notice, read and act on, and happily pay north of $1,000 for a blog post, $5,0000 for sales landing page or $25,000 or more for sales funnel development. Funnel and copy go together. In multi-step B2B sales, one can't exist without the other.
They know what good copy or copy-enriched content (content pieces that lead to sales) can do for their businesses, so they naturally want to hire the best copywriter whom they can afford and who are willing to accept them as new clients.
So, let's see what difference good and bad copy can cause to your consulting firm in this frighteningly fantabulous episode of Commando Consulting, expertly entitled, What Are Some Tell-Tale Signs Of Bad Consulting Sales Copy?
Enjoy!