A little word about a sandwich 8 June 2012

Image of cafe sign in Nottingham
Is it possible to have a bespoke sandwich? I suppose so, in the sense that a sandwich is made for you. I spotted the sign pictured here in Nottingham city centre recently and it got me thinking about the fact that just because a word is the logical one to use in a context, it does not necessarily make for great copywriting. Ok, this is just a sign, but it does highlight the issue. There are some words like ‘bespoke’ and ‘specialist’ which can work effectively when used carefully in an appropriate copywriting context. But used in the wrong one, they actually over-dress the message. Or clash with the style of the copy. Or over-egg the sandwich.

Camilla Zajac, Green Light Copywriting, June 2012

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