See how a company can benefit from Fred (see the article Fred super hero) (the source of eternal regret to your human resources department) when copywriting.
Now the home truth in all branding is that it should be adapted to its intended audience. For your copy, this means that you engage with them on their social and intellectual level.
All professional copywriters love weaving words, and they are always tempted to slip a few in that will push the boundaries of their audience’s understanding.
Verbosity, prolixity, and circumlocution are the trappings of pretentious, self-indulgent writers who are keener to impress you with their intellect than get the message over.
Fortunately, your company has within its ranks, the antidote to over-complex text: Fred.
This isn’t to say that Fred is representative of your intended audience, who may well be the most erudite illuminati on God’s earth, but he will be your backstop. He is your benchmark of utter stupidity; it is then your choice how far you waver from this.
As frustrating as it may be to indulge Fred, he will gauge whether your writing is truly effective.
There are five areas in which he will enlighten you with his dimness:
Language
If English is your mother tongue then that’s very useful for reading English, but you are in the minority. There are more people who read English as their second or third language. If your audience is international then go-easy on cultural references, English idiosyncrasies and colloquial locutions (these annoy Fred big-time).
Style
Whereas it wouldn’t generally be wise to imitate Fred’s delightful vernacular, a quick Fred reality-check will reveal that ‘Poetry is for poofs’. And for Fred, a poof is anyone who finished school, or writers that embellish their prose with a profusion of long unusual poetic words. Fred doesn’t buy stuff from poofs.
Simplicity
Short and simple sells. Even if the details are important, condense the text, cut to the chase and get the benefits up front. If your text snacking readers have their appetites whet, then they’ll digest the rest later on. Bore them and they’ll take their low attention spans elsewhere.
Understanding
Fred has his very own take on logic; he will confuse the subject in sentences with too many clauses. He has a knack of taking everything the wrong way, so avoid ambiguity at all costs. And as he also takes everything at face value, don’t bait him with sarcasm.
Pomposity
Fred’s pet peeve. If he has trouble understanding the word then you are not talking at him, but down to him. Fred is stupid but Fred has his pride too. You didn’t impress him: you lost his business.
Excellent copy is a cornerstone of your brand image and it should be perfectly adapted to your potential audience. Good, effective, witty, convincing copy has to be clever and impressive, and you will not win-over hearts and wallets with a stunted vocabulary.
However if you’re not clear Fred will, like, totally trash your la-dee-daa flamboyant linguistic curlicues.
Branding Consultant at Pont Bleu Communication
Daren Birchall’s career spans more than 30 years. He is a graphic designer, writer, analyst and communications strategist, marketing consultant, media buyer, production manager, and for quite some time was an advertising agent. He loves photography but his glasses bother him.
