Page 120 - 100 Great Copywriting Ideas: From Leading Companies Around the World (100 Great Ideas)

editor called her readers, non-disparagingly, “suburban.” With just
that word she unlocked the puzzle for me. Suburban women who
see cooking as a chore for most of the time and an anxiety inducing
headache when dinner parties loom.
The publishers, editors, and marketing managers at the client never
say, “Well, I wouldn’t respond to that” because they know the big
secret. “We’re not selling to you.” They might say, “I don’t think our
readers would use a word like that.” Which is fine. More than fine, in
fact, as it gives me a steer in the right direction to hit the appropriate
tone of voice that will make a connection with the prospect.

In practice

• If you’re writing copy, be ready to justify why you chose a

particular word or phrase in terms of its impact or relevance to
the reader.

• If you’re approving copy, judge it as if you were the prospect, not the

boss. It might offend your sense of taste, or aesthetics, but you’re
not the one being sold to.

100 GREAT COPYWRITING IDEAS • 111