The Express route to credibility breakdown 14 September 2010
I was never big on maths, but sometimes I think copywriting for business is like a magic formula. It’s the subtle science of conveying an impression without creating an illusion. Go one step too far and you lose credibility. Earlier this month a picture was deemed to have told not a thousand words, but one big fat lie. Posters produced to advertise Stansted Airport’s Express coach service were banned for appearing to imply that their service took passengers to central London in just 35 minutes. It was all to do with the space between the copy and image. Unfortunate when the two should work together to create a positive story. Capturing attention really matters, but when it comes to creating meaning in communications, we all need to mind the gap.
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.
