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Five things I hate to see in copywriting: Tangible creative director Ian Atkinson

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By The Drum Team, Editorial

August 12, 2011 | 3 min read

He's just published a book on the subject of copyrighting, so The Drum asked Ian Atkinson, creative director of Tangible what his five least favourite things to see in copywriting are.

1. Wit.

Ok, that’s not strictly true: I do like witty writing. And I think wit, wordplay, ‘a smile in the mind’ can all make for great copy and even help sell product. But – like watching a comedian die on stage – it’s utterly cringeworthy to read copy that tries too hard to be funny. Here’s a simple guide: if you’re not witty ‘in real life’ you’re probably not witty in print either.

2. Complexity.

Too much copy seems to think a complex product / service / idea needs a complex explanation. That I’ll be impressed by long words, complicated sentences and lashings of jargon to wash it all down with. But Einstein put it brilliantly: “You don’t really understand something unless you can explain it to your grandmother.” Or to quote advertising luminary Dave Trott, “Complicated isn’t clever. It just looks clever to stupid people.”

3. Blandathons.

Generic, same-old-same-old, by-the-numbers copy. There really is no excuse for dull, insipid copy that’s lacking in surprising facts, fascinating details and a ‘water cooler moment’ – telling the reader something new and interesting they can share with their peers.

4. ‘Passionate’.

Oh dear god. Please don’t tell me that your company is ‘passionate’ about tap washers or whatever it is you’re flogging. Next you’ll be wanting to tell me about your 'commitment to' something or other, or your ‘innovative approach’.

5. Features.

‘Features tell, benefits sell’ is the old cliché. But it’s true. As legendary copywriter John Caples said, “Don’t sell the world’s best grass seed. Sell the world’s best lawn.” So why does so much copy tell me the feature… and expect me to work out the benefit for myself? Don’t you know how lazy I am?

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