Machiavelli’s ideas revolve around being effective rather than being good. However, many copywriters try sounding like Shakespeare, and that does more harm than good. As copywriters, we are hired to help our clients and organizations communicate better with the masses. Being good at English is a must, but what if we overdo it? Using too heavy, obscure words in the copy to me is as good as a crime.
Basically, copywriting, technical writing, and SEO writing are commercialized art forms. Ruling out the sellability from them is, by far, the greatest risk for any organization. Why so? Let us have an example to understand how our choice of words impacts the market.
I thoroughly agree with your views.
Thank You Mam!
Wonderful way of presentation! I agree. Not everything good would be effective. One shoe doesnt fit all. And so we must use words which are well understood by majority!
Thank you for your kind appreciation!
Very rightly put.
Thank You Mam!
Very true. Lokmanya Tilak was the pioneer of using people’s language in mass media. He was the editor of Kesari, a popular Marathi newspaper in British India. After he was released from a long sentence in prison, his deputy wrote,”Lokmanya Tilak Bandhmukt”, showcasing his elite language skills. Tilak immediately replaced it with, “Tilak Sutale”, meaning Tilak is free. No wonder, his newspaper was a best-seller. Please keep writing.