Well, every now and then I change my tactics and put some spices in my copy. I'd like to tell you little bit more about the ones I use the most. Here goes... The spices I am talking about are what we all know as figures of speech. Their usage in text could trigger all sorts of different emotions depending on the way you use them of course. So, here are the ones I would like to recommend to you: The metaphor ---------------- a metaphor describes a subject as being equal to an object of a kind despite their differences example: Life is like a box of chocolates The simile ------------ similes allow the two ideas to remain distinct in spite of their similarities example: Mike runs as fast a bullet The oxymoron ---------------- oxymorons are expressions called contradiction in terms example: the lecture was clearly confusing The synecdoche ------------------ part of something referring to the whole example: I'm all years Do you guys use figures of speech in your copy? Feel free to share your experience and thoughts.
It's pretty normal to use them in copywriting. Sometimes you have to be careful though. I was working for a client a while back. I had done quite a bit of copywriting for them previously. This page was a bit more embellished, because it was designed to bring about certain emotions related to a specific holiday to drive increased sales then. Unfortunately, the client didn't understand some of what it said because figures of speech rarely translate literally, and his reaction rather than asking for clarification was to imply that I must have hired a bunch of Indians (his choice of words; not mine) who couldn't speak English to write that page for me. Needless to say, it was offensive. It also was the end of that working relationship, and the page ended up blah to say the least with rather generic wording. It's a fine line sometimes - do you handhold and explain every bit of what you say (where the client might feel you're treating them like they're stupid), or do you assume they'll understand and ask you if they have questions? I still opt for the latter, assuming they'll understand English if they're running a business in that language, and leaving it to them to ask for clarification if they don't understand something. It generally works out well that way, and frankly I'd rather not work with people who throw accusations around before asking questions anyway. But the lesson in that is to make sure that even in an English-speaking market (or whatever language you're working in), the figures of speech you're using will be understood, or they may cause more confusion than conversions.
I totally agree with you! Copywriters should use figures of speech carefully and always make sure that the text is clear for the reader. However, I would like to say that people like the guy who told you that you have hired "Indians writers" is a complete moron. Before we use a specific expression or type of wording for the purpose of selling something we as copywriters always make sure that this exact phrase or word actually triggers the call to action effect and makes the sales go up. So, if the case was you have tested or researched this prior to writing that text then this means that you have done your homework and the person offending your writing hasn't got a clue how things work. Anyway, I guess it is in your best interest not to deal with such customers.
I constantly felt like I had to "fight" with that particular client. They wanted marketing copy to improve clicks and sales, but at the same time they wanted this incredibly sappy nonsense that just wouldn't reach their end goals in their market and which simply wasn't the way most of their target market speaks (again, a language barrier issue). The first time, I had to convince them to just trust my experience and test the copy. They did. They came back telling me conversions increased by a whopping 80+%! That's how poorly the original copy was performing. The interesting thing is that the client couldn't tell the difference between the two - to them, all they saw was the same information being presented. They didn't understand how the language choices (marketing copy versus strictly "here are the facts with a few gushy adjectives thrown in for good measure") could make that big of a difference. It was a tough relationship, but I kept working with them because they had been such a long-term client at that point. It was one of those little lessons we all figure out on our own, and now I'm far more willing to say "no," or stop working with someone in a bad situation than stick with them just to be nice. So you're exactly right - it's our job to use our words to trigger those calls to action, and appeal to the end audience. Some clients really don't understand how it works, and in those cases we have to attempt to educate them about what we're doing so they understand what it is that they're buying - and if they still don't "get it," run.
thanks for the advice back when I didn't know any better and bought my few first articles this should have been known to the person writing it just by adding a little spice it is allot easier to read
I think you need to be careful with too much word play. It can sound cliche. But then again, it can work. It depends on the media and the target market. For instance, I've used quick wordplay with an outdoor board but not necessarily the same headline in a print ad.
Please don't mind but I could not help noticing :- metaphor - is saying that the thing is something else so instead of - "He fought like a lion" it would be "he was a lion in the fight" Simile - is comparing two things (and HAS to have either 'as' or 'like') So instead of "Life is a box of chocolates" (which is a metaphor btw) it would be " Life is like a box of chocolates" Also, Synecdoche is used as part referring to the whole Like - "new set of wheels" instead of "a new car" "The Crown" instead of the "The King" Sorry, don't mean to offend, literature student training coming in...
I only use oxymorons and metaphors in my writing, but very rarely. I believe in writing concise and easily-readable web content for the modern web 2.0 reader, who has little time and attention to read complicated texts online.
On the contrary, simple wordplays actually make things more interesting and fun to read. Simple doesn't have to be simply written. Take copywriting for example - it takes a lot of training, experience and practise, but the end result is meant to catch you in one go!