Slay Word Kobolds (Copywriting)

Avoid these three copywriting mistakes when promoting your game.

The fun part is over. The mechanics are greased, the pages are laid, and the rules are written. Now, you have to sell the damn thing. You have to become a copywriter.

There's a lot to be said about copywriting—that it's hell, mostly. But for this article, the "copy" or words you write must promote your game with a promise, hook, or compelling description.

This game will make you afraid of the dark again.
This game pumps out stories like The Green Knight.
This game is Warhammer 40k but with ABBA and sequins.

Good marketing copy says something interesting, but more importantly, it says something firmly. It leaves no wiggle room, escape routes, or plausible deniability.

In writing, we call these weasel words; Cowardice that sneaks into our copy. There are three common word-kobolds: qualifiers, caveats, and the subjunctive mood…

---

Want to read more?

Explorers Design migrated off Substack in early 2024. If you want to support my work, you can find me on the all-new website by clicking the button below. It’s all the content you love with a few improvements.

Until then, never stop exploring!