Copy for a big smile - or a small laugh? 1 June 2010
A smile a day
Grabbing people by the smile muscles can be a powerful thing. Last week I wrote about the magic of copy with amusement built in for business.
A word about copy errors
Done right, this approach is a great way to market a service or product. But when the laughs are created unintentionally, the entertaining can end up distracting or confusing. I’ve written before about the negative impact of poor spelling and grammar in business copy. Research has proven that when people see these kind of mistakes in a business website or brochure, they end up doubting that company’s credibility.
An update from a friend
The other day I received a new copy update from a friend. She is fast earning herself the title of Green Light Copy Spotter for her efforts to keep me updated with interesting examples of copy. (You know who you are, L!). This time she was reporting back on her enjoyment of a cafe menu which promised “free range sausages” as part of a cooked breakfast. It’s only a small thing and it could be argued as a perfectly valid way to describe the bangers on offer. You could even say that the description adds a little personality to proceedings. But it’s also a reminder of the need to get the balance right in copy – between intending to amuse and aiming to entertain.
Written by Camilla Zajac
Camilla Zajac is an award-winning copywriter dedicated to uncovering what’s exciting and unique about organisations and empowering them to communicate that with impact. Learn more about copywriting services from Green Light Copywriting.
