Re: Questions about marketing copy

Subject: Re: Questions about marketing copy
From: Bill Burns <bburns -at- scriptorium -dot- com>
To: "TECHWR-L" <techwr-l -at- lists -dot- raycomm -dot- com>
Date: Fri, 01 Jun 2001 09:53:57 -0600

Now, here's my dilemma, I saw this and was absolutely horrified. Am I being
a nut or what? 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. The debate between myself and another
writer is that with Marcum, the rules don't apply. The example I was given
is that "WINZIP" isn't a word and it's perfectly fine. I see a major
difference between "WINZIP" and fragments etc.

There's a difference between coining new words to use as brand names and ignoring convention. In written marketing copy, you have some flexibility, but the style used in the example here appears to be for a radio or TV spot, where more time costs more money. Unless the text appears in a classified ad in which each additional word or line costs more money, there's no practical reason to use this sort of convention.

I agree that a little copy editing could have improved the ad without altering the message.

Bill Burns, Senior Technical Consultant, Scriptorium Publishing
The WebWorks Publisher Cookbook now available
bburns -at- scriptorium -dot- com - 208-484-4459


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Questions about marketing copy: From: Cindy Parker

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