A writer usually writes and edits, then writes and edits. However, most of us have a deadline to meet. Hence, we can’t just go on in the same fashion. That’s why while going through ‘Copywriting’ by Mark Shaw, I read a useful piece of information. Well, it’s about the final revision of the copy. The tagline is catchy. But still, are you sure?
How else can you interpret the copy?
Last year on Diwali, a mailer was to be sent to all the faculty members and students of a reputed college. The content team of my client proposed this line, “This Diwali, raise your standards, not noise”. The line seemed intelligent and witty. But think again. Aren’t we telling the senior faculty members to raise their standards? I mean sending this circular to students still makes sense, but the preaching tone of voice isn’t meant for the employees. The moral of the story – check the undertone of your copy. Make sure there’s no double/alternative meaning.
Does each word justify its presence?
Unless the customer has picked up your brand’s brochure by choice, he isn’t likely to read the brochure with insight. And, the probability of ignorance doubles if your copy has too many words. Secondly, if the terms you choose are not frequently used by the potential buyer then you need to redo the content. Choosing words that are more native makes the TA (Target Audience) relate better to the brand. For instance, the word ‘problem’ is translated into ‘Dikkat’ in Hindi and ‘Masla’ in Urdu. Depending on the language your TA speaks, you would pick either of these words.
The text can’t be shortened. Are you convinced?
As discussed previously, the shorter the better. Sometimes, a single word creates a very strong effect. In other cases, few words fuse together and do the magic. But nowhere it is believed that a worth-compressing sentence could be striking in its original form. There are ‘n’ number of ways to verbally put the same school of thought. Usually, long copies appear passive and exhausting. However, if the sentence loses its fluidity and rhythm in the quest of chucking words, don’t shorten the copy then. Our motive is to use as few terms as possible without compromising the appeal of the text.
I wrote this blog to revise the copy and press “Ctrl+V” with full confidence.