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).