Say it loud

Copywriting tip no. 92

When you’re writing, say your words out loud before settling on a final draft.

Everyone knows this, right? Whether we want to be known as the office loon, is another matter. In a busy work environment, you might feel a bit foolish suddenly speaking what you’re writing, but it is hugely helpful when sense checking and proofreading what you’ve written.

Mumble it, mutter it or splutter it.

Far better to seem like madness is setting in than make a mistake. Remember, grammar is there to be respected but sometimes the vernacular is necessary when writing good copy. If your copy is too stilted, it won’t sound natural or conversational and will actually turn customers off.

Good English or good copy? 

Grammar pedants aren’t always right when it comes to critiquing the written word. This is where a good copywriter can bridge the gap between writing compelling sales copy and correct use of English. For example, in spite of what your teacher may have said, starting sentences with ‘and’ or ‘so’ is permissible. But we all know this, right?

So if we know so much, why is writing great copy, so difficult? Unfortunately, some things can’t be taught. You’ve either got a knack for it, or you haven’t. When it comes to your business, it’s this knack that brings results. And that’s where I come in.

Get in touch if you need a copywriter to bring some copy magic to your communications. I’d love to hear from you.

 

 

 

 

 

 

 

 

 

Advertisements

You want to sound like who?

Oh if we had a pound for every client who wants to sound more like ‘Innocent’. All the country’s copywriters would now be installed on a sun lounger in Jamaica, sipping freshly squeezed tropical fruit drinks from a coconut. Take that Innocent Towers, now owned by Coke!

When brands talk the talk

When a brand is strong enough to know exactly who its audience is and where they want to be, they don’t have to try to mimic their competitors. Today’s audiences want disruption: they’re hungry for it – hell, they expect it. With media clutter at an all time high, it’s going to be a strong voice that cuts through the chatter. So if you sound just like everybody else, how can you make sure your marketing spend is being heard?

When a brand knows what it wants to say and how it wants to act, its tone of voice is a pleasure to devise. The hard part is standing out from the pack as you implement it. Consistency and a well thought out application is key. A great ad campaign needs to be supported at every channel with the same approach to well-thought-through messaging. For example, there’s no point being the no-nonsense supermarket in town if your website is completely baffling and beyond user friendly.

Nice words, but is anyone listening?

If marketers can apply a consistently strong tone of voice, consumers will take notice. One false step however, and it could all blow up in your face. So attention to detail is key, and now that everyone is a commentator, it’s more important than ever to ensure your copywriter is on it – all over it, in fact. We all write tweets and compose Facebook updates. But when it comes to your copy, let’s ponder on a wise marketer’s words: ‘just because you can, doesn’t mean you should.’

With the right mix of creative strategy and strong writing, there’s no reason why a brand can’t take bold steps to stand out from the pack. It just has to be brave and ditch the obsession with Fruit Towers. Who’s doing it well? Aldi, Lurpak, First Direct and Virgin spring to mind, but there are a host of startups getting in on the act, like Propercorn popcorn and Fever-Tree, a premium drinks brand. I could go on. I won’t.

 

 

Not black and white

This week’s copy conundrum came in the form of an email from an old friend. Strangely, people think that because you’re a copywriter, you suddenly know everything there possibly is to know about the English language.

I’ve had friends secretly vying to beat me at scrabble before now – albeit slightly drunken scrabble at that – just so they can say they beat the copywriter. It’s made me up my game, believe you me. Mainly because, I can’t claim any real expertise over other keen scrabble players. I’ve basically been winging it.

So how do you wing it when it comes to grammar? Well, luckily for me, my school actually taught grammar back in the day. But the English language is so wonderful and perverse, not everything follows a rule. This can sometimes come as a shock to people, as so:

Friend: Tricky!?  I thought the grammar game was all black and white!

Me: Yes Nige. It is tricky. This is why people pay copywriters to sort it out mate!

I’ve been going back to school recently through the eyes of my daughter. She is learning phonics which TEFL people may remember from their original courses. You sound out a word and hopefully it can be spelt as it sounds. Actually, this is ridiculous, because most English words don’t seem to be phonetic! Are they? Words like are and was, for example, would be spelled R and WOZ if that were true. These are what are known as grey areas (schools call them ‘red’ words and other fun things).

It’s thanks to all these numerous grey areas, that people like me can make a crust writing lovely company communications. So here’s my friend’s little copy conundrum:

“Apple was using multiple tools which were not integrated to its system properly.”

Why is it WAS and not WERE after Apple?

A good question eh? I’ll leave that one with you.

In the meantime, if you need a copywriter to be very black and white, decisive, incisive, creative and just good – as well as being a tea making machine – well, get in touch. I’d be happy to help.