When Good Copywriters Go Bad

I’ve always been a fan of reading and keeping up-to-date with both history and current affairs. I’ve noticed that a lot of writing in newspapers, magazines and brochures is tepid, thin and without substance. It's almost as if there's no intellectual body in it. I believe that this is as a direct result of journalists, public relations consultants and advertising copywriters not reading enough (of the right stuff).

“If you can’t read it’s a tragedy. If you won’t read it’s a crime” – source unknown to me

A recent radio advertising campaign on Radio 702 for the Villa Tuscana Wedding Village is a case in point.

The narrator says something to the effect, “ … we’ve declared UDI …”

I challenge you to find anyone under 35 who knows what UDI is.

I’m sure a key target market for this advertising campaign, are couples that are getting married – ages probably from 24 – 30.

The copywriter should have used the full meaning – Unilateral Declaration of Independence. Even then, unless you’re over 40 and know that there was a country called Rhodesia, you’d probably be scratching your head.

Of course in terms of Southern Africa’s political sensibilities, this may not have been the most politically correct phrase to use.

When Ian Smith and 11 ministers of what was then known as Rhodesia signed the UDI on November 11, 1965 it was condemned by the United Nations Security Council as a declaration of independence "made by a racist minority."

What’s to be done?

• Don’t assume that everyone knows what you’re talking about
• Be clear on who your target market is and aim your message at them
• Be knowledgeable about Southern African history so that one doesn’t make insensitive statements
• Get three different people from different generations to read your copy – Baby Boomers, X generation and Millennials so that you make sure they all get it

By the way, I’ve been to Villa Tuscana Wedding Village and it is outstanding. So, don’t let weak copywriting put you off.

Jacques de Villiers is a sales training specialist

Comments

[Gareth Pickering]

Hey Jacques,

You can find your mysterious pilot on Face Book. You’ll need to request to view her profile, but you can you send her a message :-)

Cheers! GP