Recently I saw some catalogue copy written by an artist. The work in question was described as “distinctively unique.”
If that didn’t make you do a double take, go look up “distinctive” in a thesaurus.
You got it. “Distinctively distinctive.” Or if you prefer, “Uniquely unique.”
Not good.
The rest of the copy was effusive. At first glance, it seemed to describe the most extraordinary objects you’d ever see. Unfortunately, it also contained spelling errors, and some words were capitalized that weren’t proper nouns.
Those kinds of mistakes can hurt your credibility, particularly if you say you pay close attention to detail.
Be clear and accurate
When you write promotional copy, make sure you fully understand the words you’re using. Otherwise, you can end up with an embarrassing redundancy, or worse, completely misuse a word or phrase. Fluffing your copy is dangerous.
If you’re not sure of the meaning of a word, use a dictionary, preferably with a thesaurus included. If you don’t have one somewhere on your computer, they’re available online for free.
Better yet, quit fluffing.
The work in our example didn’t live up to its promises. Imagine how a prospective buyer reacts when that happens.
Stick to the facts
Stressing over marketing copy is a common affliction among artists. You feel self-conscious. Catalogue copy is the worst—there’s usually a word limit, so you want to make a big impact with those few words. You panic and try to pretty it up.
Not only does that waste your valuable catalogue space, but you tell your prospective buyer what to think. Be careful. One person’s “cute” is another’s curled lip.
You can talk about your earthy palette. Or that your work is deeply textured. Or minimalist. But do you really need to say it’s beautiful? Will people assume your work is ugly if you don’t?
And why say you’re unique? You’re an artist, not a copy machine.
You don’t have to have a Pulitzer Prize to write eloquently about your work. Pretend you’re explaining it to someone wearing a blindfold. If you can’t let go of “unique,” look it up in the dictionary. See if your perception of the word matches its meaning. Switch to a thesaurus to help you find a word that’s not so overused.
A dictionary is one of the most valuable resources in your marketing toolbox. It can save you a lot of time and writing headaches.
Do you have trouble writing about what you do? What are some of the best—or worst—examples of catalogue descriptions you’ve seen?
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Well put. I see what you mean now.
When I originally read the copy, I was taken in by the effusiveness and confidence of the maker. She did make her work sound highly desirable (and unique). Funny thing is that I’m a stickler for typos. They generally pop out at me but this time, for some reason, they didn’t. Could it be that her copy actually worked????….that it sold me on her product (even though I’m familiar with it and don’t think it matches her hype).
Just proves how much I need your help.
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Stacey Cornelius Reply:
February 11th, 2010 at 10:32 am
The real test is this: you read the copy, then seek out the artist and see the work. What happens then? If you’re still excited about the work, the copy was effective. But if you oversell, you make an entirely different impression. If you come away thinking “hype,” the copy has gone in the wrong direction.
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Good point, Stacey, about the “fluff.” I hate writing about my photos but every exhibit forces me to, whether it’s a bio, a paragraph or two about where the photos were taken, or the equipment I use.
There are words that I never use: art, beautiful, extraordinary, unique, etc. It’s not up to me to make those determinations about my photos.
However, there is one thing I’ve learned in addition to non-fluffing: Don’t be afraid to be myself. The text I write needs to show a personal side, whether in choosing a whimsical title, the choice of a carefully-chosen word not usually associated with the subject, or a cautious use of humor that some people will “get.”
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Stacey Cornelius Reply:
February 11th, 2010 at 12:57 pm
That’s an excellent way to invite your audience to connect with you, Sally. People enjoy getting to know you, even if you only reveal a little about yourself. That connection matters.
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Nice post! For me, the very worst offence is just plain writing TOO MUCH. My husband, who worked in publishing for years and who is truly a “word person” has taught me to cut, cut , cut. So many adjectives are superfuous and,yes “fluffing” is seen all too much!
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Stacey Cornelius Reply:
February 11th, 2010 at 12:58 pm
I agree, Libby. A strong statement doesn’t need all the extras. Your husband’s a smart guy.
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I agree about the “unique” word…there is not much that is truly unique anymore. I have to admit in the past I have used the “u” word too much but after this post I am making it a point to NEVER use it again.
Does anyone remember the JPeterman catalogs?…I admire that kind of writing, telling a store that gets you to a place and time and a certain feeling. I recently saw some amazing copy in an Etsy shop. The sellers copy was a list of adjectives, clever adjectives. I thought it was very affective
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Stacey Cornelius Reply:
February 12th, 2010 at 5:52 pm
Kathy, I don’t like the “u” word, but it does have appropriate uses. I try like crazy to keep it out of descriptions of artwork.
You know J. Peterman is online, yes? I understand they went out of business a while ago, but they’re back. Their gorgeous illustrations and amazing catalogue copy is at http://www.jpeterman.com/
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