Lucid Lingo
Communicating... in plain English
Lucid Lingo
Posted on May 31, 10 by Gary Chow | No Comments » | Tags: advertising copy, copywriting, Marketing, marketing messages, Web copywriting
I was chatting with a friend the other day about… batteries. Both of us recalled the ‘energizer bunny’ commercials but neither of us was sure which company it represented. Is it Eveready or is it Duracell?
Coincidentally, on the same day I read this post about the sameness of company websites by Seth Godin. He points [...]
Posted on February 12, 10 by Gary Chow | 2 Comments » | Tags: advertising copy, apostrophe, copywriting, grammar, marketing communications, proper english, signs
What’s the most common punctuation error in marketing communications?
At a guess, I’d say the incorrect use of the apostrophe. Have a look at these signs courtesy of the Wordsplosion website.
There are three main rules to remember about the apostrophe
1. Use an apostrophe to denote ownership of something. The apostrophe goes immediately after the owner.
The boy’s [...]
Posted on February 8, 10 by Gary Chow | No Comments » | Tags: buzzwords, cliche, jargon, plain English writing, product benefits
Why is there so much nonsense written about products and services?
I bet you know what I’m referring to.
Take a look at any marketing material on just about any product – software, computer hardware, cars, washing machines, shampoo – and what do you see?
More often than not, what you will read is pure and utter gobbledegook; [...]
Posted on February 4, 10 by Gary Chow | No Comments » | Tags: commonsense layout, dark text, plain light backgrounds, readable fonts
Businesses spend a ton of money on advertising. In some cases, they also spend a ton of money to ensure the adverts actually work by commissioning expensive market research.
So why do they break the most fundamental rules time and time again?
Take this full page ad in the Weekend Australian. The problem is so obvious, yet [...]
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