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I can be the most sophisticated writer in all the world, write poems worthy of Shakespeare himself, be the class clown of literature, but if I don't bring results then what good are they for?
From my journey in the world of Copywriting/Marketing, I’m seeing a lot of Ads/Videos attempting to use these words that they assume will connect with the audience, but it seems they end up falling from grace and end up with losses or even worse backlash from the same community they are trying to reach.
Can sophisticated words be used? What about clever ones? How about funny?
Yes… yes they can as long as they bring in the results of the goal in mind. Its pretty challenging to bring these 2 worlds together without sacrificing either or. But it is possible.
The way I see it now until I have more insight and experience is that if you want these 2 worlds to join and not collide you have to:
1. Know the language of your audience.
I like to think of the times I hung out with friends and the way we would communicate with one other as opposed to a stranger. They're very different. I have to be able to connect the interests of the audience and relate that and think, “Well if they like this, then Id like to think they would have this kind of language. Check this out
Yea I love Pop Punk, BUT BESIDES THAT you can clearly hear the language they use. They're not fake, they are they, Punkers with a streak to mosh pit their asses off until they're brain dead.
That's a language!
Here's another one
What a difference in Language, To protect and secure. To always make sure they are ready for anything that can happen. This is knowing the audience.
Here's one more
Do you notice how all these 3 videos have a set audience with a different language? It's so different and because of this it is our job as the Copywriter/Marketer to relay the message in their language
2. Do the Words align with the message
Do your words make sense with the message you're trying to relay? If the message is about coffee, are the words about coffee? Not about how the mug keeps the coffee nice and warm in the hand (Unless the message is about the mug).
Coffee = Coffee (Aligns)
Coffee ≠ Mug (Close, but not aligning)
Coffee pouring on to mug = Coffee (Aligns, know the difference)
The words must align accordingly with the message otherwise you'll end up losing a horrendously amount of potential clients. Check out Emails / Social Media Ads and see if the words align with what they are saying or if you end up getting a bit confused and having to "Think" what the ad is trying to do.
3. Does it feel smooth to the mouth
Weird headline I know, but this is what I mean. Have you ever talked with someone and somehow and someway your words get tongue twisted or it just felt awkward to the mouth using those words the way you did?
To make the person read more (This is after you've attracted desire and the other steps to keep them to your ad) you got to make the words easy to follow along with.
BAD EXAMPLE: Tired of the same coffee not keeping you awake? Try (Product) and feel awake and alive the whole day.
BETTER EXAMPLE: Don't let the same coffee you've been drinking leave you yawning. Try (Product) and let the burst of energy keep you up through the day.
So be aware, this 3rd topic was about how the words feel to the mouth, not getting the prospect, so if your judging the ad itself, then you're missing the point.
Read books to flow the words smoothly.
Hope this helped give you an entrance point to your next step on becoming a better Copywriter or Marketer! Until next time.
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