Choice of Words

Memo to: Advertising Copywriters
Memo From: Head of Advertising
Subject: New Copywriting Mandate

As a result of my scrutiny of some recent print advertisement copy, I have noticed on a number of occasions that our copy contains words that would require a reliance on either a dictionary or a thesaurus in order to understand the meaning of the choice of words.

For example, in one recent advertisement for a novelty shop we represent, I saw the word “esculent” for one of their products. When our client read the ad, he contacted me with a concern that that choice of words might not achieve the outcome he was hoping for. He suggested that his prospective customers would not know what “esculent panties” are, thus retarding the sales potential for that particular product. He went on to suggest that “edible” would have been a better word choice.

He, of course, is 100% correct. Henceforth, you shall cease and desist using uncommon or obscure words in your advertising copy. You should follow the K.I.S.S. (Keep It Simple Stupid) methodology. Our role in copywriting is to persuade the customer to buy a product or service, not to impress them with your sesquipedalian loquaciousness.

Written for these daily prompts: Word of the Day Challenge (mandate), Your Daily Word Prompt (scrutiny), The Daily Spur (reliance), Fandango’s One Word Challenge (advertisement), Ragtag Daily Prompt (esculent), and My Vivid Blog (outcome).

11 thoughts on “Choice of Words

  1. bushboy December 30, 2022 / 6:39 am

    I am impressed Fandango. Thanks for joining in 🙂 🙂

    Liked by 1 person

  2. newepicauthor December 30, 2022 / 6:51 am

    The idea for edible underwear came from a person saying, “Eat my shorts.”

    Liked by 1 person

  3. The Autistic Composter December 30, 2022 / 1:20 pm

    Eat as much as you want panties never appealed to me, however chocolate bras were a hit 🙂

    I remember years ago dating a girl who was forever wearing the candy g-strings.

    Liked by 1 person

  4. Lauren December 31, 2022 / 5:46 pm

    Great use of the prompts. This brought a smile to my face.

    Liked by 1 person

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