Comments on: The Craft of Clear and Concise Communication Through Competent Copywriting http://www.donloper.com/advertising-and-marketing/the-craft-of-clear-and-concise-communication-through-competent-copywriting.html Thu, 09 Feb 2012 01:06:09 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: Marcus Rimmer http://www.donloper.com/advertising-and-marketing/the-craft-of-clear-and-concise-communication-through-competent-copywriting.html/comment-page-1#comment-4605 Marcus Rimmer Fri, 20 May 2011 07:21:32 +0000 http://72.47.194.140/uncategorized/the-craft-of-clear-and-concise-communication-through-competent-copywriting#comment-4605 I’d say these companies were only looking for some snazzy intro to summarize their entire existence and probably hired the wrong marketing or media guy for the job. I’d say these companies were only looking for some snazzy intro to summarize their entire existence and probably hired the wrong marketing or media guy for the job.

]]> By: Russell Page http://www.donloper.com/advertising-and-marketing/the-craft-of-clear-and-concise-communication-through-competent-copywriting.html/comment-page-1#comment-1244 Russell Page Wed, 20 Dec 2006 00:15:39 +0000 http://72.47.194.140/uncategorized/the-craft-of-clear-and-concise-communication-through-competent-copywriting#comment-1244 10 bucks says that wasn't written by Alan. It sounds like some numb nuts PR person. Sometimes I am literally baffled at the crap that comes out of the brains of people in my profession. (sorry to any PR people I know if you did this, but what happened to clear and concise?) And, I agree with Darren. When I read stuff like this I immediately think they are often not clear on their purpose. On the flip side, this is why we do this with people from a PR standpoint because if you can't describe who you are and what you do in simple terms then the screws need some tightening. I experience this almost every day in my profession, and more often than not people know what they want to be, they just need some help in seeing it and in getting there. I met with the folks from MediaForge a number of months back, and I see what they are describing here, but I think the screws need tightening. 10 bucks says that wasn’t written by Alan. It sounds like some numb nuts PR person. Sometimes I am literally baffled at the crap that comes out of the brains of people in my profession. (sorry to any PR people I know if you did this, but what happened to clear and concise?)

And, I agree with Darren. When I read stuff like this I immediately think they are often not clear on their purpose. On the flip side, this is why we do this with people from a PR standpoint because if you can’t describe who you are and what you do in simple terms then the screws need some tightening. I experience this almost every day in my profession, and more often than not people know what they want to be, they just need some help in seeing it and in getting there.

I met with the folks from MediaForge a number of months back, and I see what they are describing here, but I think the screws need tightening.

]]> By: Blake Snow http://www.donloper.com/advertising-and-marketing/the-craft-of-clear-and-concise-communication-through-competent-copywriting.html/comment-page-1#comment-1243 Blake Snow Tue, 19 Dec 2006 21:36:29 +0000 http://72.47.194.140/uncategorized/the-craft-of-clear-and-concise-communication-through-competent-copywriting#comment-1243 It can be tough to differenciate marketing glamorization and cliche fluff. I think you're better off erring on the latter than the former, however. It can be tough to differenciate marketing glamorization and cliche fluff. I think you’re better off erring on the latter than the former, however.

]]> By: Joshua Steimle http://www.donloper.com/advertising-and-marketing/the-craft-of-clear-and-concise-communication-through-competent-copywriting.html/comment-page-1#comment-1242 Joshua Steimle Tue, 19 Dec 2006 19:11:15 +0000 http://72.47.194.140/uncategorized/the-craft-of-clear-and-concise-communication-through-competent-copywriting#comment-1242 I was leaning away from saying that because I know Alan and Shaun aren't the types to spout nonsense for the sake of spin or just to say something, but certainly many people who use a lot of jargon are using them to cover up what they don't know or to make something sound more impressive than it is. Shaun has already explained why he said things the way he said them, and at the risk of making a false assumption about why Alan used those specific words I would say it is probably because with the background he has regarding the company and its technology those words all fit and make sense. That is, there are words behind the words for him that we don't have that make it all perfectly clear for him whereas I and most others are probably puzzled. For this and myriad other reasons I often encourage clients to hire an outside copywriter. Not because they copywriter knows more about the subject matter, but precisely because they know less, and they can therefore bridge the gap between the company and its customers. I was leaning away from saying that because I know Alan and Shaun aren’t the types to spout nonsense for the sake of spin or just to say something, but certainly many people who use a lot of jargon are using them to cover up what they don’t know or to make something sound more impressive than it is.

Shaun has already explained why he said things the way he said them, and at the risk of making a false assumption about why Alan used those specific words I would say it is probably because with the background he has regarding the company and its technology those words all fit and make sense. That is, there are words behind the words for him that we don’t have that make it all perfectly clear for him whereas I and most others are probably puzzled.

For this and myriad other reasons I often encourage clients to hire an outside copywriter. Not because they copywriter knows more about the subject matter, but precisely because they know less, and they can therefore bridge the gap between the company and its customers.

]]> By: Darren Johnson http://www.donloper.com/advertising-and-marketing/the-craft-of-clear-and-concise-communication-through-competent-copywriting.html/comment-page-1#comment-1241 Darren Johnson Tue, 19 Dec 2006 18:30:04 +0000 http://72.47.194.140/uncategorized/the-craft-of-clear-and-concise-communication-through-competent-copywriting#comment-1241 Josh, You're right on. And I believe that the answer is that most companies are either not clear about what their purpose in life is, or that they are simply full of $%#. A lot of companies like those above (as examples, I'm sure they're great) remind me of the Dilbert Mission Statement Generator (google it), in that they are just a bunch of BS words thrown together to sound impressive. And the only people they typically impress are the employees of the company itself. As a rule of thumb, the most effective copywriting is written at a 5th grade reading level. Empirical data has shown that this type of copywriting is dramatically more effective than faux-impressive dilbert comic strip BS (Source: Meaningful Marketing, Doug Hall). Yes, you can target different groups and speak to them in a certain way. But for most companies, speaking to the lowest common denominator of person that will ever be interested in your product or company is the way to go. Josh,

You’re right on. And I believe that the answer is that most companies are either not clear about what their purpose in life is, or that they are simply full of $%#. A lot of companies like those above (as examples, I’m sure they’re great) remind me of the Dilbert Mission Statement Generator (google it), in that they are just a bunch of BS words thrown together to sound impressive. And the only people they typically impress are the employees of the company itself. As a rule of thumb, the most effective copywriting is written at a 5th grade reading level. Empirical data has shown that this type of copywriting is dramatically more effective than faux-impressive dilbert comic strip BS (Source: Meaningful Marketing, Doug Hall). Yes, you can target different groups and speak to them in a certain way. But for most companies, speaking to the lowest common denominator of person that will ever be interested in your product or company is the way to go.

]]> By: Joshua Steimle http://www.donloper.com/advertising-and-marketing/the-craft-of-clear-and-concise-communication-through-competent-copywriting.html/comment-page-1#comment-1240 Joshua Steimle Tue, 19 Dec 2006 17:10:40 +0000 http://72.47.194.140/uncategorized/the-craft-of-clear-and-concise-communication-through-competent-copywriting#comment-1240 Definitely a valid point and well put. Thanks for the clarification Shaun. I was reading the copy as though it were intended for a more general audience. Rats, I don't want to have to find a different example and rewrite this post though...I think I'll just leave it as is. Shaun's point just makes it more interesting, in my opinion. Definitely a valid point and well put. Thanks for the clarification Shaun. I was reading the copy as though it were intended for a more general audience.

Rats, I don’t want to have to find a different example and rewrite this post though…I think I’ll just leave it as is. Shaun’s point just makes it more interesting, in my opinion.

]]> By: Shaun Inman http://www.donloper.com/advertising-and-marketing/the-craft-of-clear-and-concise-communication-through-competent-copywriting.html/comment-page-1#comment-1239 Shaun Inman Tue, 19 Dec 2006 16:53:09 +0000 http://72.47.194.140/uncategorized/the-craft-of-clear-and-concise-communication-through-competent-copywriting#comment-1239 The metric by which you are measuring the success of the Mint copy is different from the author's. Mint is intentionally exclusive, from the server and browser requirements right down to the copy on the site, to prevent less savvy users from taking an interest. The copy assumes you are already familiar with what Mint is. If you go to the Apple site they don't explain to you what a computer is. Competent copywriting isn't exhaustive, it speaks to the intended audience. Mint was a huge success (by my own modest expectations) and I think the copy writing on haveamint.com was a large part of that. People who came knew what Mint was, the copy served to convince them that they needed it. The metric by which you are measuring the success of the Mint copy is different from the author’s. Mint is intentionally exclusive, from the server and browser requirements right down to the copy on the site, to prevent less savvy users from taking an interest. The copy assumes you are already familiar with what Mint is. If you go to the Apple site they don’t explain to you what a computer is. Competent copywriting isn’t exhaustive, it speaks to the intended audience. Mint was a huge success (by my own modest expectations) and I think the copy writing on haveamint.com was a large part of that. People who came knew what Mint was, the copy served to convince them that they needed it.

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