Updates. Ideas. Rants. Techniques. Opinions. Blog.
Is Your Security Writer Batman?
A masked figure in black lurks in a cave. He embodies fear itself, striking terror into the hearts of thousands. He taps away on his keyboard, building fear with his choice of words. It sounds like Batman, but it's a copywriter doing some work for a client in security. And I'm not sure why he's wearing a mask. As a copywriter with several clients in the security industry, I sometimes work hard to invoke fear. It's a dark art - and perhaps a cheap tactic - but fear in copywriting is necessary for certain clients. It's a powerful technique. But is it right to feed a sense of threat in your readers?
Copywriters and The Truth
Following on from my recent blog post about the value of deception in copywriting, I thought it would be interesting to do an about turn and share my thoughts on the truth. Lies are essential to the work of a copywriter. But like a magician covering his slight of hand with patter, a good copywriter employs enough truth to make his lies invisible. Here are just two of the techniques that I use most regularly to reassure readers that the brand I speak for is an honest one.
A Copywriter With Liberal Commas
If you are looking for a copywriter or working within the industry, it would be understandable to assume that copywriters write flawlessly. But incorrect grammar is everywhere. From website copy to the flyers that drop through my door, I’m continually amazed at the number of errors that get in the way of reading and understanding. ... Read more
Copywriting With Lies
Truth is a funny thing, isn't it? It's only natural for a copywriter to think that hard facts are the way to sell products and services. Sometimes, honesty is the best policy - after all, nobody likes to be deceived. Or do they? Think of the millions of books sold every year, the hours that people spend watching TV drama, or the impossibility of getting a good seat in the cinema on a Friday night. People love stories. People love to be deceived in the right way. And that's fortunate, because copywriters are by trade deceptive.
Bad Copywriting Kills Brands
For all of the insults levied against the advertising industry over time, there are few copywriters that would like to be known as killers. It's just not a great reputation to bring to the world of marketing! But bad copywriting is like the lethal injection for a brand. Whether it happens quickly and painlessly or over the course of several months, substandard copywriting sucks the life from an organisation until there is nothing left to see.
