TechWhirl (TECHWR-L) is a resource for technical writing and technical communications professionals of all experience levels and in all industries to share their experiences and acquire information.
For two decades, technical communicators have turned to TechWhirl to ask and answer questions about the always-changing world of technical communications, such as tools, skills, career paths, methodologies, and emerging industries. The TechWhirl Archives and magazine, created for, by and about technical writers, offer a wealth of knowledge to everyone with an interest in any aspect of technical communications.
Cindy Parker reports: <<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?>>
Yes and no. Clear writing is still important in both, with the writing based
on a recognition of the audience's idiosyncracies, needs, biases,
preconceptions, etc. But the purpose of marketing writing differs greatly
from the purpose of more conventional technical writing: you're trying to
"make a sale", whether that sale is literal ($) or metaphorical (e.g.,
building acceptance of an idea or product in the audience's mind), whereas
techwhirling tries to teach readers how to do something (perhaps once
they've bought the product you're marketing). For example, marketing writing
tries to persuade the audience to do or feel something, whereas techwhirling
tells them what to do once they've been persuaded to do so. Granted, a
marketing piece might contain technical writing (e.g., how to enter a
contest or order a product or decide which of several products is best for
you), but that's often secondary to the main purpose.
"Breaking" the rules is also accepted practice in marketing; think of
Apple's "Think Different" campaign. Which, incidentally, is correct usage,
albeit unusual; it's the difference with standard grammar that makes this
slogan work so well. Following the rules too closely can lead you to simply
imitate someone else's marketing campaign, and failure to differentiate your
product is a cardinal sin in marketing. You should never break the rules to
the extent that your audience fails to get the message, but sometimes a
skillfully broken rule is a powerful attractor.
<<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.>>
This is actually a relatively hype-free, well-written text: it starts by
describing the benefits to the reader, ends with a call to action (call and
order), and doesn't waste a lot of time getting there. It also speaks in a
style that mimics the style of the presumed audience: I've heard many
youngsters speak this way, to the dismay of their parents. (It's important
to distinguish between formal writing--which this example isn't--and
something informal and written as if it were being spoken by part of the
audience.) My main criticism with it would be that the additional details
(e.g., the guarantee) shouldn't come after the call for action, since it
draws attention away from that call: I've read the number and I'm getting
ready to call, then I see more details and briefly forget that I was about
to call. On the other hand, a case might be made for the idea that someone
who's waffling after reaching the bit about the phone number might be
persuaded by seeing the additional benefits, whereas placing all the
benefits in a single place might overwhelm the reader and be seen as
overhyping. I'm not convinced, but neither (without testing this on a few
people) would I insist that it's wrong.
<<"Service cancellation within 12 months of installation may result in
equipment charge. Available in most areas. Call for availability. Expires
xx/xx/xx." ... 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.>>
Yes, they could have, but this is almost a stereotypical marketing style
that I subsconsciously think of as "some restrictions may apply"-speak. I'd
probably write it more fluidly, but wouldn't be horribly disturbed to see it
appear in this form.
--Geoff Hart, FERIC, Pointe-Claire, Quebec
geoff-h -at- mtl -dot- feric -dot- ca
"User's advocate" online monthly at
www.raycomm.com/techwhirl/usersadvocate.html
"The problem with defending the purity of the English language is that
English is about as pure as a cribhouse whore. We don't just borrow words;
on occasion, English has pursued other languages down alleyways to beat them
unconscious and rifle their pockets for new vocabulary."-- James D. Nicoll
*** Deva(tm) Tools for Dreamweaver and Deva(tm) Search ***
Build Contents, Indexes, and Search for Web Sites and Help Systems
Available now at http://www.devahelp.com or info -at- devahelp -dot- com
Sponsored by Cub Lea, specialist in low-cost outsourced development
and documentation. Overload and time-sensitive jobs at exceptional
rates. Unique free gifts for all visitors to http://www.cublea.com
---
You are currently subscribed to techwr-l as: archive -at- raycomm -dot- com
To unsubscribe send a blank email to leave-techwr-l-obscured -at- lists -dot- raycomm -dot- com
Send administrative questions to ejray -at- raycomm -dot- com -dot- Visit http://www.raycomm.com/techwhirl/ for more resources and info.
