Oxford Comma? Copywriting 101
In the copywriting world and elsewhere, the question remains: to use the Oxford comma or to eliminate it? Otherwise known as the serial comma, the Oxford comma remains a subject of considerable debate in multiple public and private circles. This notorious punctuation mark is succinctly defined by the Oxford University-affiliated Lexico as “an optional comma before the word ‘and’ at the end of a list.” Although it neglects to mention that the Oxford comma can also appear before the conjunction “or,” this definition matches the influential general writing style guidelines of the Associated Press (AP), which recommend employing an Oxford comma only when needed to prevent obvious cases of probable reader misinterpretation. Oxford comma basics Traditionally used by the editors and printers of the Oxford University Press, the Oxford comma is intended to prevent ambiguity and promote ready grammatical understanding by clearly demarcating all items in a series. Consider the following example presented by Lexico: “These items are available in black and white, red and yellow, and blue and green.” The Oxford comma before the penultimate “and” makes the color combinations above perfectly clear. But look what happens when the Oxford comma is omitted: “These items are available in black and white, red and yellow and blue and green.” Colors blur into one another, making a real mess! The Oxford comma in copywriting and other industries / sectors Although widely used in academia, the Oxford comma has long been a matter of debate in sectors that range from journalism to law. The legal implications of the Oxford comma recently became apparent through a $10-million class-action lawsuit involving a dairy company in Maine. As detailed by the leading editing and proofreading service provider Scribendi, this lawsuit centered on the following sentence: “The canning, processing, preserving, freezing, drying, marketing, storing, packing for shipment or distribution of: (1) Agricultural produce; (2) Meat and fish products; and (3) Perishable foods.” With no Oxford comma after “packing for shipment,” the exact exceptions for the shipment and/or distribution of the listed food products remain unclear. In the world of marketing, the average copywriting agency is likely to let the client have the final word when it comes to including or omitting the Oxford comma. At BIGEYE, however, we tend to encourage the use of the Oxford comma to avoid problems such as those detailed both above and below. Why the Oxford comma is important In addition to the confusion inherent in the instances listed above, the Oxford comma is essential to avoid the misunderstandings that can arise when readers mistake appositives (which rename nouns) for items in a series or vise versa. You may have seen one or more widely circulated examples that drive this problem home using humor. Take, for example, the sentence… “This book is dedicated to my parents, Ayn Rand, and God.” With the Oxford comma, it is perfectly clear that the book has three dedicatees. Now, look at the same sentence without the Oxford comma: “This book is dedicated to my parents, Ayn Rand and God.” If read as an appositive, the phrase “Ayn Rand and God,” leaves the book dedicated to two people only…and a highly unlikely couple to have a child together! For this reason among others, standard-bearers of scholarly writing such as the American Psychological Association, the American Medical Association, and the Chicago Manual of Style recommend the consistent use of the Oxford comma. The argument against the Oxford comma In addition to the AP, many official style guides attempt to avoid the clutter of unnecessary punctuation by recommending that writers use the Oxford comma only when reader confusion is likely to occur. In many ways, this makes perfect sense. After all, the phrase “less is more” applies to all aspects of writing and should be actively employed to prevent wordiness and produce text that is easy on the eyes. But who is qualified to differentiate cases that may lead to misunderstandings from cases that will not? In short, writers who fail to consistently use the Oxford comma may easily miss language that will seem confusing and/or conflicted to a large number of readers. Other Oxford comma detractors cite purely grammatical reasons for its omission. For example, consider the sentence “This book is dedicated to my mother, Ayn Rand, and God.” If mistaken for an appositive, “Ayn Rand” can, once again, be mistaken for the mother of the book’s author. If it is universally recognized as a tool for setting off items in a series, however, the use of the Oxford comma before “and” cannot be misinterpreted. Getting professional copywriting help When it comes to writing effective copy, the ultimate answer to the Oxford comma debate is best answered with the assistance of a skilled and knowledgeable marketing agency like Bigeye. A one-stop shop for all of your marketing needs, we offer a range of premium copywriting services.
3 Ways copywriting services will increase your marketing potential
Did you know that copywriting services can increase your team’s productivity and boost your speed to market? We’re always surprised when our clients tell us they never considered hiring copywriting services because they are a fantastic way to maintain and accelerate work with your creative agency partner. In another blog post, we discuss the pros and cons of hiring an agency versus a freelance writer to tackle your content marketing needs. Most people opt to begin their content marketing journey with an agency and then use freelance writing services as a form of content maintenance strategy to keep their work on track. Whether your creative agency orchestrates your copywriting services, or you hire a freelance writer directly, you’ll enjoy these three great benefits of outsourcing your copywriting needs. 1. STOP TALKING ABOUT THAT NEW PROJECT AND START DOING IT We know you’re going to leave your 2017 brainstorming sessions with tons of great ideas. And we know that translating those amazing ideas into reality can sometimes take a little extra effort or get lost in the shuffle, especially at the beginning of the year when Q1 goals are full speed ahead. Using copywriting services can help get a project into market that might otherwise get stuck in the brainstorming or “blue sky” phase. One of the biggest challenges employees face when executing new ideas is simply a lack of time … and content marketing – when done right (or we should say write) – can be time consuming. Empower your employees to make their most innovative ideas a reality by partnering with a copywriting services team. This year, your brainstorming sessions can be more than just wishful thinking. 2. LET YOUR BUDGET BE YOUR GUIDE There are many reasons you might choose to scale back your budget. Some, we know, are more difficult than others. Whether you’re simply trying to tighten your margins or you’re downsizing during moments of seasonality, copywriting services give you the freedom to scale your staff to your exact needs. You’ll never be paying more or less than you need when you use copywriting services because most agencies and freelancers can build a “pay to play” model to support your content writing needs. You can expect great, high-quality work without compromising your budget or your staffing and HR plan. 3. INCREASE QUALITY WITH COPYWRITING SERVICES Shh, we won’t tell anyone… but we know that sometimes you just need to hire a professional. Your team may shine at many things – but if copywriting isn’t one of them, don’t sweat it. Copywriting services can elevate the quality of your content marketing efforts without a huge increase in budget or manpower. Your staff might even be a little relieved to take those duties off their plates. All write, that’s what we’re talking about! Those are some pretty amazing reasons to take the plunge and try copywriting services. We’re confident that you won’t be disappointed. Click here to learn about some of the ways our clients have used content writing services to accelerate their work and take their marketing plans to the next level. Contact us to get started on yours right away.
Six of the Best Copywriting Tips From Our BIGEYE Team
It’s springtime again, and even if you haven’t gotten around to doing much spring cleaning yet, there’s one thing we can suggest you clean up: your business’s copywriting strategies. Good copy can sell a product. Great copy, on the other hand, can sell a way of living. Think of Nike’s “Just do it,” or Apple’s “Think different.” Both are powerful slogans that also give immediate insight into how the brand is trying to improve your life. Copywriting is as much of a skill as it is an art. Ask a copywriter where her most brilliant ideas come from, and many times she’ll tell you it was simply a moment of inspiration, or an experience that excited her and got her thinking. That’s something you can’t necessarily learn in an ad agency. However, we can certainly try to achieve those effects in more structured environments. Here now are some copywriting strategies from the pros at our Orlando marketing agency to help your business bloom faster than an orchard full of orange blossoms. A quick note: the word “copywriting” can mean lots of things, but in this instance, let’s say that the term “copy” means any words that we’re using to market a business or brand, in whichever capacity you need them. Most people tend to think of this in terms of marketing copy on websites, blog and in print, but for our purposes, we’ll say copy can extend to presentations and social media as well. Here, BIGEYE presents 6 of the best copywriting tips to assist you in your efforts: 1. It’s About the Audience Marketing copy should always be about your audience. It’s easy as a marketer to think about your business in terms of what you’re selling, but it is important to remember that you must have the audience’s interests in mind at all times. Writing with this in the back of your mind will help you come up with powerful copy that genuinely speaks to the reader. 2. Focus on the Words As most writers know, it’s important to parlay information, often in just a few short words. However, in this cluttered world, it is exceedingly important to stand out in terms of voice, mission and vision. Stay away from buzzwords, overused phrases or cliches. Discard tired words and figure out ways to replace them, and try to find ways to make your business’s copy fun and interesting.[quote]Don’t be afraid to use a curse word or inject a bit of humor, as long as it matches your brand’s voice.[/quote] Also, avoid ambiguous language. 3. Aim for Stronger Verbs If verbs imply action, then it follows that using verbs in your copy can also inspire action. There are dozens of online thesauruses, so pick your favorite one and use it as a tool to help you think of better verbs for your marketing copy. 4. Use Similes and Metaphors Using metaphors and similes can create vivid imagery in a reader’s mind. People can find themselves swept away by powerful similes and metaphors, leading to a persuasive effect that entices people to purchase goods and services. [quote] BIGEYE created some rockin’ content for an Arnold Palmer Hospital for Children donorship event. Check it out! [/quote] 5. Understand Your Demographic A young, hip audience is going to be much more open to edgy copy than a high-end luxury retailer. To gain a deeper understanding of your audience, look through magazines to get an idea of the types of voices already out there, and let them inspire your own copy. Think about the consumer demographics as well as their interests, and try to tap into that. For instance, Seamless, a food delivery service in several big cities throughout the United States, often creates campaigns that liken its services to issues busy metropolitan adults face on a daily basis. One example: “Stilettos don’t puddle jump,” which, in four short words, explains the benefits of ordering in, as opposed to traveling out in the rain to go to a restaurant. Creating customer personas can help you better understand your audience. 6. Remember to Explain How Something Benefits Someone It’s much more compelling to explain to someone the emotional benefits of a product or service than simply the features. People want to know why these things are going to make their lives better. They don’t want to know you’re selling a “brown hat.” They want to know that the hat will make a person seem stylish and posh. Thinking from this perspective can help you sell the story that sells the brand. If you’re looking for great ways to tell your brand’s story through copywriting, the team at our Orlando ad agency can help! Reach out to us for a consultation, and get ready to spring into strategies to help your business bloom. Contact our team of copywriting experts to provide further insights to ensure that you’re making the best possible connection through your written communications!
David Ogilvy on the importance of understanding copywriting
David Ogilvy was one of the true giants of advertising. His name is often mentioned alongside other advertising legends like Leo Burnett, Bill Bernbach, and Howard Luck Gossage. “The Father of Advertising” or “the original Mad Man” as he is known today, founded the agency Ogilvy & Mather in 1948 when he was just 37 years old. Today, it has more than 450 offices in 169 cities. To get a glimpse into Ogilvy’s genius as a copywriter, just take a look at the letter below. It was written to Ray Calt in 1955, outlining Ogilvy’s “appalling” copywriting habits. I doubt that Mr. Calt ever expected such a response. But hopefully, he got a good laugh out of it. I think every copywriter out there can relate to one or a few of the things mentioned in it. I can especially relate to bullet point #9—although rum is often replaced by really strong coffee and Handel on the gramophone is replaced by Jaytech or Blackmill on my Bose noise canceling headphones. By the way, if you haven’t read Ogilvy’s iconic book “Confessions of an Advertising Man” you’re missing out on one of the most interesting reads in the business, still relevant decades later. April 19, 1955 Dear Mr. Calt: On March 22nd you wrote to me asking for some notes on my work habits as a copywriter. They are appalling, as you are about to see: 1. I have never written an advertisement in the office. Too many interruptions. I do all my writing at home. 2. I spend a long time studying the precedents. I look at every advertisement which has appeared for competing products during the past 20 years. 3. I am helpless without research material—and the more “motivational” the better. 4. I write out a definition of the problem and a statement of the purpose which I wish the campaign to achieve. Then I go no further until the statement and its principles have been accepted by the client. 5. Before actually writing the copy, I write down every concievable fact and selling idea. Then I get them organized and relate them to research and the copy platform. 6. Then I write the headline. As a matter of fact I try to write 20 alternative headlines for every advertisement. And I never select the final headline without asking the opinion of other people in the agency. In some cases I seek the help of the research department and get them to do a split-run on a battery of headlines. 7. At this point I can no longer postpone the actual copy. So I go home and sit down at my desk. I find myself entirely without ideas. I get bad-tempered. If my wife comes into the room I growl at her. (This has gotten worse since I gave up smoking.) 8. I am terrified of producing a lousy advertisement. This causes me to throw away the first 20 attempts. 9. If all else fails, I drink half a bottle of rum and play a Handel oratorio on the gramophone. This generally produces an uncontrollable gush of copy. 10. The next morning I get up early and edit the gush. 11. Then I take the train to New York and my secretary types a draft. (I cannot type, which is very inconvenient.) 12. I am a lousy copywriter, but I am a good editor. So I go to work editing my own draft. After four or five editings, it looks good enough to show to the client. If the client changes the copy, I get angry—because I took a lot of trouble writing it, and what I wrote I wrote on purpose. Altogether it is a slow and laborious business. I understand that some copywriters have much greater facility. Yours sincerely, D.O. There might be only one David Ogilvy, but BIGEYE‘s copywriters give him a run for his money. Contact us today to discuss the wide array of service offerings!
