Five reasons to fight about copy 19 January 2010
Ok, it’s not quite fight territory, but the process of copywriting does feature some perennial debates. I’ve seen some interesting (and sometimes heated) discussions.
1) Who are you talking about?
This is the ongoing conflict between the general and the specific. Does your copy really refer to you? What’s the point of having content that says what a company does, but misses out what makes it special?
2) Do you prefer to be direct – or at a distance?
Ah, the old debate between ‘us’ and ‘they’. Where one is detached and descriptive, the other is direct and personal. While speaking directly to people is increasingly popular in communications, not everyone feels comfortable with this approach. The question is, how will your audience respond?
3) Suits you, Sir?
This is the balancing act between informal and formal language. If your copy is too suit-bound (over complicated language, jargon etc) it may just miss the mark. But it also needs to sound professional and credible.
4) Have you seen it before?
I’ve had some interesting discussions about including well worn phrases or clichés in copy. Familiar language like this can stop people hearing the message. (Of course, clichés can be used to good effect in some contexts.)
5) Is AND a four letter word?
And here we are. Starting a sentence with ‘and’ has proved to be a big discussion point. It creates flow and a sense of informality, but it doesn’t feel right for everyone. It all depends on what you’re trying to achieve.
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.
