If not for a fellow copywriter at work, I would have missed NGD just like last year, and the year before.
Phew!
Well, turns out I’m not missing much, and I really could have done without the grammar song that was posted today at nationalgrammarday.com. “Grammar is the bomb!” Is it? Is it really?
Apparently this is what happens when you give librarians access to a drum machine and a recording studio.
In any case, I do appreciate that someone’s out there running PR for ol’ grammar. If they are hoping for this video to go viral, I would bet against it. And if it does, it won’t be for the right reasons.
Well aren’t I a grinch! Enjoy the video, march forth, and have a wonderful National Grammar Day.
I tend to fancy myself quite the wily wordsmith. This is why I became a writer. Putting pen to paper comes naturally, as does typing tons of text. In fact, I prefer to create on the computer, fingers flitting furtively across the keys.
That’s a lot of alliteration, no?
If I were to come across a paragraph like the one above, I would most certainly groan. Alliteration quickly loses its charm and becomes a distraction. There’s a fine line between putting a little polish on your prose and heavy-handedly heaping on hideous helpings of hackery.
As with any literary device, a little goes a long way. At times, I find myself using alliteration (and his less-popular cousin assonance) simply to amuse myself. A little wordplay can help me power through a less-than-scintillating project.
But, gimmicky writing will quickly turn off your reader. When a device becomes a distraction it’s time to tone it down. Be sure the focus remains on the story you’re telling, not on the manner in which it’s told.
In this edition of Clever Copy: The Fearless Flyer from everyone’s favorite market, Trader Joe’s.
I love good food. I also love a good bargain. With that in mind, there’s no place quite like Trader Joe’s. I’m a big fan.
But for the moment, nevermind the food. Let’s talk about their periodical, the Fearless Flyer. I would absolutely love to write for this little gem (call me TJ!).
The copy has a distinct personality. And, whether or not the item being described appeals to me, the tone and humor of the writing is always appealing.
TJ’s knows their audience, and it’s clear the Flyer writer(s) loves food, too. In this way, they instantly connect and engage the reader. The enthusiasm about the products is contageous, making it the best kind of sales copy — the kind that doesn’t feel like sales copy.
The Fearless Flyer is at once sophisticated and self-effacing, enthusiastic without being breathy. Trader Joe’s products generally sell themselves, so the Fearless Flyer sells the store as a whole. After flipping through the Flyer, I can’t wait to get down there and try some new stuff.
I dare you to walk into a Trader Joe’s and leave with less than 10 items. Drop me a comment and attach a scanned copy of your receipt if you succeed.
I Am a Google Fanboy. Now that we’ve got that out of the way ….
Last week, Google announced Buzz, its entry into the socia media sphere. I’m not going to get into the details of Buzz; there are plenty of journalists and bloggers out there who already have.
In fact, I’m not particularly excited about Buzz. I don’t have room for another time-waster in my life. Facebook (and urlesque.com) fill that void nicely.
Nevertheless, anytime Google announces something new I get excited. There’s nothing I love more that settling in to watch one of those folksy little videos with the white background. Show me something cool, Google!
Well, Buzz may not be all that nor a bag of chips, but I still got a little charge in anticipation of the press conference. I use Gmail, Docs, Calendar, Reader, etc., plus I’m an Android phone user. Their new product developments often directly affect my experience. It’s a little scary to have some many eggs in one basket, but so far so good. Let’s hope they keep the coolness coming!
Stop making me feel so depressed about my existence.
Is it just me or did several of the Super Bowl commercials focus on a similar theme: a man’s life is nothing more than hen-pecked drudgery? But, at least you get to drive that muscle car you grew up fantasizing about.
These commercials were a slight departure from the historically popular “man is simple idiot” ads. In these ads, men are clueless idiots easily plied with light beer and pretty girls. I’m not here to argue whether that’s true or not, I’m just saying I don’t plan on buying products from folks who think I’m an idiot.
These commercials are also closely related to the “man is merely a pawn in his wife’s game” ads. There is very little evidence to dispute this thesis, but, again, reminding me of this does not enamor me of your brand.
All I’m saying here, in a nutshell, is that guys deserve a little respect when it comes to advertising. Hey, I know there’s a lot drudgery in my day-to-day life. Some days it seems overwhelming. How about differentiating your brand by inspiring me and pointing out why “it’s all worthwhile.” Just a thought.
Welcome to my site. I'm a copywriter who also dabbles in being a gadget junkie, a musician, a cook, and a dad.
Learn more about my work at the About page, and read random musings over at the Blog.
