Americanised Shouty Copy - is there a place for it in British marketing?

I was talking to a client yesterday who had just returned from a copywriting course run by an American style copywriter. You know the ones I mean? Full of aggressive questions and big, shouty phrases. Copy that's designed to provoke and get results - fast. Generally you'll find that these copywriters eschew design in favour of plain style text - usually using Courier and Times New Roman and lots of blacks, reds and blues. And a LOT of bold and large typefaces.

Now I have no doubt that this type of copy works, it must do. There are a lot of copywriters making a lot of money out of this downgrade style of copy. A sort of Cillit Bang style copywriting - lots and lots of shouting and challenging questions that are designed to con intrigue the reader into parting with vast sums of cash to get the latest report on marketing/ business management/ getting a better sex life. Whatever, the content is usually the same.

I once downloaded a 'free' report on the 17 secrets that the professional copywriters don't want you to know. I still don't know what they were because rather than telling me what they'd promised to, it was a 30 page document trying to persuade me to sign up for a £990 e-course on copywriting. Now this might work for some people but it made me MAD. And to me, sums up everything that this style of copy is all about.

It's fair to say this type of copy looks a little like a train wreck in words. It certainly doesn't appeal to my sensitive disposition!

I too believe that copy should sell. Great copy should be persuasive and inspire the reader to action. But it should also build trust. And it should maintain a company's branding. The power of a business brand should not be underestimated. What does it say about your business if your website is just a collection of very ugly text of varying sizes? I simply don't think there's a place for that style of writing or design in British society. I like to think we're too genteel - perhaps we're too cynical. Whatever it is, design will build trust and solidify a brand and should not be underestimated.

This copywriter had suggested that my client do away with all the nice design (like headers) that my client had invested in and simply replace the header with 'words that sell'. His rationale for this was that headers would block the search engines from fully optimising the site. Now I am no expert, but that sounds like baloney to me. If headers blocked websites from being fully optimised would the professional search engine optimisation companies not have text only sites?

So what are your views on shouty copy - am I blinkered? Have you tried it and had successes?

Comments

[martin@consciousnessdesigns.com]

Hi Fiona,

Great article, and on a subject that I think is very relevant in our global economy, where we may be trying to sell in different countries and cultures and our brand may need to cross boundaries. Knowing a bit about SEO, I just discovered this nice comparison that you might find interesting - it's the US and UK sites of one of the top SEO training companies. Check out the shouty black and red RA RA RA at www.searchengineworkshops.com and then the more 'civilised' Brit alternative at www.searchengineworkshops.co.uk …clearly these guys know a thing or two! But in both cases note that the use of graphics/ banners is indeed minimal, helping to make the sites as Search Engine friendly as possible :¬)

Thanks again for the thought provoking article.

Martin

[Fiona "Guildford printing.com" Humberstone]

thanks Martin - great reference sites. Interesting use of design on both these sites - personally I think I'd need to be recommended to this company as I'm not sure I believe that they're one of the top SEO training companies based on their design - it's too basic for me. However, how interesting that they have chosen to tone things down for the Brit market!

[Tracey]

Hi Fiona

I think readers are far too savvy these days to fall for that 'hypey' style of selling.

The most successful copy is that which has been constructed by someone who KNOWS their audience well - and doesn't neglect them.

In this day of 'hard-sell fatigue' -- it's more important than ever you give what your target market wants: information that is quick to access and that is *relevant* to his/her needs or interests . . . NOT in-yer-face hyperbole. :)

[Fiona Humberstone]

Tracey, I'd like to think you're right. It's a pity that more people don't take your comments on board when constructing their copy isn't it?