The copywriting typo test 12 April 2013
What’s the best kind of copywriting? The kind you don’t notice. That’s because it drives you to see the message, not get bogged down in the wording.
The true value of copywriting is its impact on the reader. Therein lies the power of the typo in copywriting.
Red faces all round…The Central Bank of Ireland became a little embarrassed by the public response to its new commemorative coin. All because of an extraneous “that”.
That “that” has done funny things to the impact of their new James Joyce-themed shrapnel. This is the truth of the typo – it makes a mockery of a good thing, whether it’s your marketing or another type of currency.
Engage or amuse?
Of course, the occasional typo is understandable. It’s human. It’s even rather entertaining, as illustrated by these amusing examples of the typo in print – or what was thought, a couple of years ago, to be the best typo ever.
What people think when they see a typo online
Whether it confuses your potential customer or inspires them to comment (as this amusing pie chart illustrates), the typo puts the focus firmly on the quality of the content, not the message.
In the rush to connect with your customers, don’t miss out on those vital final checks for an errant typo.
Because, in copywriting, you want your message – not your medium – to be the centre of attention.
P.S. Like to talk about your own copywriting approach? Just get in touch.