NOTE: The following segment was written to help writing students improve their craft. But it’s helpful advice for anyone who writes advertising copy, web content or public relations material.
We call these the Seven Deadly Sins. When you see them in your writing, make a brief confession and do penance by rewriting. Even experienced writers commit these sins. As with other transgressions, you can’t feel guilty until you know it’s a sin.
[icon_text box_type=”normal” box_border=”no” icon_type=”normal” icon_size=”icon-large” icon_position=”left” title=”Advertising-ese” text=”Write the way people talk, eliminate clichés, useless phrases, keep it conversational (read out loud).” image=”4664″][icon_text box_type=”normal” box_border=”no” icon_type=”normal” icon_size=”icon-large” icon_position=”left” title=”Bad taste” text=”Watch for sexist, racist, offensive language and symbols. If it feels wrong, it probably is.” image=”4665″][icon_text box_type=”normal” box_border=”no” icon_type=”normal” icon_size=”icon-large” icon_position=”left” title=”Deadwood” text=”Weed out weak, redundant, unnecessary words and phrases. Keep the flow of thought moving.” image=”4666″][icon_text box_type=”normal” box_border=”no” icon_type=”normal” icon_size=”icon-large” icon_position=”left” title=”Generic Benefit” text=”Provide consumer benefits in terms they understand. Appeal to their lives. Lead with strongest benefit. Is one benefit so strong that it is the central truth or one thing about this product?” image=”4667″][icon_text box_type=”normal” box_border=”no” icon_type=”normal” icon_size=”icon-large” icon_position=”left” title=”Laundry lists ” text=”Don’t list features without reference to what they mean to the consumer. Weave benefits into the ad and prioritize them based on the consumer’s point of view.” image=”4668″][icon_text box_type=”normal” box_border=”no” icon_type=”normal” icon_size=”icon-large” icon_position=”left” title=”Poor grammar” text=”Watch for errors in spelling, punctuation and verb tense. Know the rules and when to break the rules. Use fragments if it improves readability.” image=”5395″][icon_text box_type=”normal” box_border=”no” icon_type=”normal” icon_size=”icon-large” icon_position=”left” title=”Wimpy words” text=”Use power words, active voice, short simple sentences. If it doesn’t feel strong, it’s not.” image=”5396″]
