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Want better copy? Stop trying to invent new words.
A masterclass is beautifully simplistic, utilitarian copywriting from Little Caesers.
The allure of “category creation,” “differentiation,” “positioning” and coming up with the Next Big Tagline can tempt even sensible marketers to believe they need to fashion entirely new words out of raw precious metal in order to bring a product to market with a splash.
It’s the reason you see tech companies put phrases like “We embolden multi-omni-generational businesses to adopt bleeding-edge technology operations” on their homepage, incorrectly assuming complexity in a product requires esoteric language to accurately describe it.
“What do you actually sell?” Haha, ok buddy, calm down.
“What does you product do?” Lol, nice try.
Even the companies that do understand the importance of conveying the complex with simplicity often get bogged down in brainstorming hell — which is usually just a song and dance for leaders who’ve already decided what they want to say, but want to see some collaboration theater anyway.
Every writer knows the pain of spending an hour and a half in a brainstorm trying come up with the perfect title for an ebook, or a theme and a one-liner for an upcoming user…
