Questions about marketing copy

["Cindy Parker" <cparker -at- fuse -dot- net>]

As a Technical Writer, I tend to be very "rules-oriented" when it comes to
professional copy I write, manuals, web content, and even the marketing copy
I write.  My question is, do the same rules apply for marketing copy as with
other written documents?  I know the answer is probably, it depends but I'm
not sure I buy that answer.

Let me give you an example of something I came across and see what you
think.

Printed copy in a page of a magazine exactly as it appears:

When you subscribe to ACME*, you get high-speed Internet access and two
months free service. Which means instead of wasting time waiting on pages to
download, you're surfing at light speed. So you can get to where you're
going and get on with life. Just call XXX-XXX-XXXX today or visit any
store -at- ACME to get two months free service, free installation, free equipment
and our 30-day money-back guarantee.

Blah,blah, blah.... last couple of fine print sentences read:

Service cancellation within 12 months of installation may result in
equipment charge. Available in most areas. Call for availability. Expires
xx/xx/xx.

*company name changed

Now, here's my dilemma, I saw this and was absolutely horrified.  Am I being
a nut or what?  My stance on this is that the writing team could have easily
taken this copy and slightly changed the punctuation and a couple of words
and kept the message the same.   The debate between myself and another
writer is that with Marcum, the rules don't apply.  The example I was given
is that "WINZIP" isn't a word and it's perfectly fine.  I see a major
difference between "WINZIP" and fragments etc.

Any thoughts?  I can't wait to see the debate on this one.

Regards,

Cindy Parker
Information Engineer, Online Architecture





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