Comments on: Attitude is everything in copywriting http://www.abccopywriting.com/blog/2009/09/14/copywriting-attitude/ Advice and reflections from a freelance copywriter Sat, 31 Jul 2010 05:18:49 +0100 http://wordpress.org/?v=2.9.2 hourly 1 By: Persuasive copywriting 1: Liking http://www.abccopywriting.com/blog/2009/09/14/copywriting-attitude/comment-page-1/#comment-98 Persuasive copywriting 1: Liking Thu, 24 Sep 2009 07:58:26 +0000 http://www.abccopywriting.com/blog/?p=179#comment-98 [...] needs to be sincere, insofar as a mass-communicated message can be sincere. (See my earlier post on sincerity, tone and attitude in copywriting.) The whole message needs to be congruent, with content, tone of voice and presentation all working [...] [...] needs to be sincere, insofar as a mass-communicated message can be sincere. (See my earlier post on sincerity, tone and attitude in copywriting.) The whole message needs to be congruent, with content, tone of voice and presentation all working [...]

]]> By: Mark Andrews IMCopywriting http://www.abccopywriting.com/blog/2009/09/14/copywriting-attitude/comment-page-1/#comment-86 Mark Andrews IMCopywriting Mon, 14 Sep 2009 10:25:25 +0000 http://www.abccopywriting.com/blog/?p=179#comment-86 Re: "Our fundamental belief is that few things in life are more important than the food you buy. Good quality is essential." I have to state that I agree with your comments about this. As soon as I read that sentence, I thought to myself, 'what a patronising and condescending statement to make - I'm not stupid'. It's pretty obvious that no independent copywriter wrote this. I suspect it was a comment constructed by the packaging design team and given the go ahead by a senior line manager within that department. No serious copywriter would write such a comment, if s/he wanted to keep their client's credibility or trustworthiness intact. The comment itself as a piece of sales copy, is an appalling use of salesmanship in print. I'm in absolute agreement with your assessment given above. Best regards. Mark Andrews IMCopywriting Re: “Our fundamental belief is that few things in life are more important than the food you buy. Good quality is essential.”

I have to state that I agree with your comments about this.

As soon as I read that sentence, I thought to myself, ‘what a patronising and condescending statement to make – I’m not stupid’.

It’s pretty obvious that no independent copywriter wrote this. I suspect it was a comment constructed by the packaging design team and given the go ahead by a senior line manager within that department.

No serious copywriter would write such a comment, if s/he wanted to keep their client’s credibility or trustworthiness intact.

The comment itself as a piece of sales copy, is an appalling use of salesmanship in print.

I’m in absolute agreement with your assessment given above.

Best regards.

Mark Andrews
IMCopywriting

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