Don't undermine your content credibility with these errors 29 November 2012
A copywriter shouldn’t say this, but spammers make me smile. They always let the little details give them away. A new game of mine is to spot the most glaring typo in the emails I regularly receive from bogus banks and purveyors of stimulating medication.
The danger of detail oversight
Where this detail oversight actually matters and does real damage is in business communications. I still notice all too many companies allowing the little things to overwhelm the bigger picture in their copywriting approach. That’s why I took the photo shown above. It’s only a sign, sure. But I think it’s a great illustration of the details that undermine. It’s not just the dreaded typo. In this case, we have the ‘Start Important Words With Capital Letters’ syndrome.
Copy minus confidence
In my view, this kind of thing is a dead giveaway that the giver of the message is not totally confident in what they’re saying. It’s similar to what you see with many users of robot language.
Their copywriting approach is overtaken by a need to prove themselves as knowledgeable by using a great deal of specialist language.
What really matters
And agreed, with certain types of target audiences, sometimes this specialist language is required. But at many other times, it only serves to widen the gap between businesses and their audience. The reality is that every aspect matters, from your overall tone of voice to the type of words you choose to use.
The answer? Don’t forget the detail in your journey to reach the right people.
Camilla Zajac, Green Light Copywriting, Nottingham, November 2012
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.
