Update: this post has been updated to better reflect the author’s intent.
It’s no secret that copywriters can be exquisite with words. They’re downright crafty when it comes to selling the sizzle.
But what about social interaction? The thoughtful, unscripted dialog between company and customer that demands our humanity and rejects the skillfully manicured sales pitch?
Our blossoming social space demands true authenticity, and this leaves little room for traditional ‘hard sell’ copywriting. It’s actually more suitable for anti-copywriting: fearlessly engaging with others through natural, transparent conversation.
Nth Person Narrative
Consider these narrative voices:
- When I talk in 1st person narrative, it’s all about me. I rattle on about what I do, what I offer, why I’m so special and why everyone likes my company.
- In 2nd person, it’s all about you. Here’s what’s in it for you. This is what you get and how you’ll feel when you buy this.
- In 3rd person, it’s about someone or something that’s not you or me. It tells time. He likes his new hot tub. She can’t get enough of that chocolate.
The 2nd person narrative is the dominant grammatical person of choice in copywriting.
It’s a mode that emphasizes talking to rather than speaking with our customers, and I see much less use for it as we migrate en masse towards more lateral human interaction.
How about we use more nth person narrative?
The nth person narrative is the inclusive voice of we (first person plural in less vernacular terms). Any given number of people—n—can be part of the conversation, including you, me and up to everyone else.
It’s our product. We are all in this together. They can’t stop us now.
Doesn’t it make more sense to speak this way than write in a style which has no organic connection to your customers and fans? It’s only a matter of time before consumers in this socially digital age grow leery of words that constantly fiddle with their emotional hot buttons.
The nth person narrative evokes empathy, and empathy is exactly what people are looking for these days. Trust and empathy give marketing far more value than tactical semantics.
Tip of the Spear
I can’t completely write off copywriting. I just like to think of it like the tip of the spear—honed and poised to deliver the final blow before the sale. Sometimes we need that.
But I bet if we conversed more with our customers than wooing them with tidy lists of benefits and features, the art of selling would not be such an artificial challenge.
Photo by John-Morgan.
Travis
Interesting you write this. There’s been a shift in the advertorial copywriting recently. Ever watch those Intel commercials? “Our big ideas aren’t like your big ideas.” “Our rock stars aren’t like other rock stars.” They’re memorable and bridge the gap between product, human, and human.
Do you really feel we need less copywriters? Or do you think the focal point of copywriting needs to be shifted?
Charles
The focal point of copywriting needs to shift. But I think less copywriting is needed as well: we ought to move more towards meaningful conversation and save the copywriting as a purely tactical sales tool. Any more than that and it loses respect.
noel
aloha ,
thats a great read on copywriting, i agree to some extent, although i think blogging is about your own convictions and saying something that appeals to like minds…thanks for sharing
Charles
Hi Noel — thanks for the comment. You have a point — for me to say something like this is quite a statement, I know.
I’ve thought further about clarifying and qualifying this post to mean that great copywriters should recognize the emerging social space and learn to work with it and enhance it through their craft. Which I do appreciate.
CTarleton
I love how you put this! And, just to add my two cents to the other comments, I think we might keep in mind that social media networks are more like actual conversations. “We” don’t want to be those guys who can’t stop talking about themselves, or the ones always telling “you” what to do, where to go, what to eat. A little commonsense courtesy seems to go a long way. Mahalo.
Charles
Great point, Catherine. I didn’t think about the other extreme of social media, which I suppose we could call blabbering. That’s no help either.
The underlying message here is to be human, honest and humble, all while striving to provide value to others.
JT
Obviously I’d disagree, as that’s what I do for a living. You used hyperbole in the title, itself a form of a lie, no?
But I’m not here to fight. I’m here to inform. Many of my clients are unable to spend the time it takes. Many others lack the capacity to write well or properly. Most are unable to present themselves well. My job is to present them honestly, but in a positive light.
Consider this: You wouldn’t go to the hair salon to get your oil changed or your valves adjusted. You wouldn’t go to the grocer to sell your home. Similarly, you shouldn’t go to yourself for wordsmith services, to represent yourself or your product well. Even if you’re a capable writer, you’re bound to lack the objectivity necessary to do a good job of it.
The world may need more candor in advertising, but we will likely always need people to express and describe well. Good thing. I’d make a lousy hairdresser.
Charles
Well spoken and respected, JT. I was hoping a copywriter would arrive here to stand up for their craft.
As I wrote this, I thought to myself: What would the world really be like without copywriting? A mess, of course — as you insightfully point out we need copywriters to give standard objective clarity to the goods and services we depend on.
But I’m mostly concerned with copywriting that uses words to overtly manipulate consumers — the kind that make great promises but emote little sincerity. This stuff is all too common, especially in sales copy.
The world needs less of that. There’s high value in real and meaningful conversation, which copywriting just can’t offer.
JT
Charles,
I think the concern is spot-on. Unfortunately, it’s not copy writing that is the culprit. Look no further than your cell phone’s texting, limited character Tweets, and a general dehumanization for that villain. The Internet is inherently a place where anyone can be irresponsible, say, do and “be” anything or anyone. People type trash all the time, things they’d never say (or be able to back up) in person. That’s because, somehow, we seldom see each other as people, fellow human beings. (Some do the same thing to lowly store clerks, use them as whipping boys.)
Salesmen have long been con-men. They con-vince people, get them to have confidence in them and what they’re claiming. Snake oil or “click here to get a free iPad”, it’s the same miseraable game. It’s all about getting someone to choose to do something they wouldn’t do otherwise. If you’re selling them a high quality sign and they can use that for their business, you’re doing them a favor to “con” them into buying the sign. If you’re selling them enduring ice cubes “guaranteed not to melt, even in hell” you’re doing them a disservice and abusing your abilities and craft.
As a professional, it’s my job to represent things in the best possible light. That doesn’t mean I have to take every client, though, or blatantly misrepresent a product, place or service.
I think what you’re saying is correct. People do need to treat each other better. You just need someone to express the sentiment better.:)
Malama pono,
JT
Charles
Now we’re getting somewhere, JT.Your point is clear: this is a much grander social-cultural-creative issue, and in this context we are in complete agreement.
While I don’t think the microformat (Twitter, et al) degenerates writing, it certainly quickens and eases the opportunity to pander others anonymously.
Mahalo for your insight and contribution, JT. You’ve made a difference.