Posts Tagged ‘Plain English’

Flowery Language

For some business occasions, your power suit is appropriate wear.  At other times, it might look out of place.  And if you turn up in bling, resembling an extra in an Eminem video, you won’t be taken seriously anyway.

Copywriting is like this.  Sales writing can be dressed up or down depending on the audience.  However, if you overdo it, you run the risk of losing more than just your integrity – a potential sale.

In a previous blog post, I revealed what’s in a copywriter’s wardrobe and looked at the different ‘outfits’ a copywriter wears to write effective copy.  This post explores how your writing style must ‘fit’ with the target audience, as well as suit the purpose.

If sales writing wore clothes, some copywriting staples should be ‘worn’ every day.

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Words have the power to enlighten or confuse.  Choose words which would baffle even Shakespeare, and you’ll switch off readers in seconds!

Unfortunately, there’s a gobbledegook epidemic… It strikes scores of businesses, industries and government bodies.  Worse still, it can be fatal!  Just what is this writing bug?  And, how do you know if you’ve come down with it? Read the rest of this entry »