Three Cs to Avoid in Copywriting
“Don’t criticize, don’t complain, don’t condemn.” I’ve heard this piece of advice attributed to a number of people, including Andrew Carnegie.
I’m not much of a complainer. Criticizing? I’m getting better. Condemning? Most of us do that one almost second nature. E.g., “If he keeps on smoking he’s going to have a stroke.”
Now, I try to avoid the three Cs with the copy I write. Despite the fact many copywriting gurus say that if you have not offended a reader by 12 pm, you’re doing something wrong.
Upon reflection, I believe the complaints posted after Thursday’s e-column — about Obama’s infomercial — were not caused by my free market opinion. Instead, the critical tone I opened up with should be blamed…
“If you actually turn off your frontal lobe (TV’s specialty) his 27-minute pitch may actually feel hopeful.”
For that I do apologize. I did not want to imply that Obama supporters don’t use their frontal lobe.
Truly, the message was about not relying on ANY government to keep you economically safe. Some confused it as an attack on Obama or a promotion for McCain. It was neither.
Adding a few more “I thinks” and “in my opinions” would have also helped softened the e-column.
That said… the fact that nine people unsubscribed doesn’t bother me. That’s merely a small minority with a loud voice. On Twitter alone, as you can see, 763 people follow REALITYcopywriting. Add to that email and RSS subscribers… Nine people leaving doesn’t alarm me.
I wish them the best. And if I someone had said the same about Ron Paul, I probably would have unsubscribed, too.
Politics behind us… Leave a comment with your thoughts about eliminating complaints, criticism and condemnation from copy. Yes, no? Want me to elaborate? Leave your comments below in the comment box…
P.S. Look out for a message coming later today about another free event will be hosting this month.
P.P.S. If you’re new to REALITYcopywriting.com please enter your name and email in the box on the upper right (or subscribe to our RSS Feed) to receive notification of all new e-columns.
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4 Responses to “Three Cs to Avoid in Copywriting”
Comments
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November 3rd, 2008 at 11:51 am
I’m a big supproter of Obama. With that said, I have good friends that are McCain supporters as well. You have a right to whatever you feel. And whether you’re a McCain supporter or an Obama supporter, you’re right! Neither one of us has any business relying on the government to support our families. It’s up to us and us alone. I got your message loud and clear. I love it!!!
November 3rd, 2008 at 12:50 pm
Ron Paul - most write-in votes ever?
Who knows…
November 5th, 2008 at 6:43 pm
Don’t complain? Awe man, that’s the best part about copywriting
April 5th, 2009 at 4:06 pm
Yeah, go Ron Paul…he’s the only politician who understands the constitution.