copywriting Archives - Clairemont Communications

Upsetting the “AP”-ple Cart: AP Changes

April 22, 2019July 15, 2022 Cherith AndesBlog, Professional Development, Public RelationsAP Rules, AP style, Associated Press, copywriting, marketing writing, PR writingLeave a Comment

In PR and journalism, we hold each other to a code. It’s not a secret handshake, invisible ink or Bat Signal. Oh no, we nerds like to think it’s far cooler.

Two words: AP Style.

The Associated Press developed the Golden Rule of writing and grammar for journalism and public relations. It governs everything from sentence structure to how many spaces surround an ellipses. (One space on either side of the ellipses, in case you’re dying to know.)

We’ve pored through that style guide, memorized it and marked up many a news release to remove the loathed Oxford comma.

But, like everything else in our industry, the AP Stylebook makes annual changes to its rules. Now don’t get us wrong. We LOVE staying on the cutting edge of trends, tools and opportunities. Something new to explore? Sign us up! But there are two AP Style rules that have been feathers in every journalist’s cap, the hill on which they’ll die.

And recently, both rules changed. Cue a writers’ riot.

The Percent Sign. Historically, AP Style religiously mandated that you spell out the percent sign, as the “%” symbol did not always translate between AP and newspaper computers, according to ProofReadNow.com. (Isn’t there an app for that?) For example, “This year, 100 percent of Clairemont employees ate peanut butter pretzels.” (True statement. Small addiction here.) Now, AP accepts the symbol, as in “At Clairemont 100% of the employees think this rule is a tad bogus.”
More than vs. Over. Put up your dukes, people. This is a big one with AP Style OGs. When showing an amount greater than another amount, AP Style used to dictate the use of “more than,” such as “Cherith ate more than 7,000 peanut butter pretzels this year.” The word “over” was reserved for a physical position, such as “The light bulb dangled precariously over Cherith’s head.” Makes perfect sense. Now? AP Style accepts “over” in place of “more than.” I’m so over this.

Other general and miscellaneous AP rules?

The plural of “emoji” is “emoji.” Which can actually come in handy when your mother sends you texts comprised of nothing but emojis … er–emoji.
There’s a rule for quoting hashtags. “#NoLikeReally”
Use “canning jar” instead of “Mason jar.” Well. Thank God someone finally addressed this journalistic crisis. We could see it now: masses of Martha Stewart followers storming the streets, aprons flying, spatulas brandishing, because NOT ALL CANNING JARS ARE MASON JARS. Serious business.

All in all, we take our work very seriously when it comes to accuracy … but perhaps not-so-seriously when it comes to a sense of fun and play. The 100% perfect mix.

See some of our writing fun in action!

Cover image from APStylebook Instagram account.

Copy Cat: Breaking the (Grammar) Rules

December 17, 2015July 15, 2022 Dana PhelpsBlog, Copy CatAP style, copywriting, fashion pr, grammar rules, lip balmLeave a Comment

I’ll admit that it was the package design that caught my attention. It was the copy that moved me to purchase.

Doctor Lip Bang’s Lip Freak. Just the name raises my curiosity. Then, the front of the package breaks what I consider two copy rules. And I still love it. “The strongest buzzing lip balm in the whole world” — really? The whole world? That’s quite a claim, and one that, as a user of the product, I might be inclined to say is true. Still, in PR, we are careful with making such strong claims. For the packaging of a lip balm, it helps establish the personality of the brand.

Never end a sentence in a preposition. We all know that rule. I spend countless hours fussing over how to reword sentences to honor this one, and yet “Freak your lips out” works so much better than “Freak out your lips” on the front of the package. What other traditional grammar no-nos do you spy with your little eye on the back of the package? Warning to my fellow grammar geeks: it just might give you an eye twitch.

Despite the bending and at times total breaking of these beloved rules, I could just smooch the folks at Dr. Lip Bang’s for writing copy that puts a smile on my face in addition to the buzz on my lips! The product is just as fun as the packaging and never fails to be an entertaining conversation starter.

As PR pros, we love some good copy. Occasionally, we can’t stop ourselves from talking about bad copy. From pizza boxes to pet clinic signage, get in on our copy conversations here.

Copy Cat: Super Bowl Edition

February 1, 2015July 15, 2022 Dana PhelpsBlog, Copy Cat, Marketing, Public Relationsbeauty PR, copywriting, Katy Perry, Super BowlLeave a Comment

This year we are bringing back our Copy Cat blog posts, a timely decision in light of all the debate sparked by the recent PRWeek article making the case for PR students no longer needing writing classes. While I agree that PR is much, much more than writing, it remains an essential element of what we do. My friend and fellow Counselors Academy member, Abbie Fink, says it well in her recent post on the HMA Public Relations blog.

As Abbie explains, the types of writing public relations professionals are asked to generate on a daily basis varies. We might switch from penning an in-depth strategy document or white paper to coming up with quippy copy for a social media post or email marketing subject line. Sometimes, the shorter the copy, the harder it is to write an effective message. That’s why most of our previous Copy Cat posts (and I suspect future ones, too) feature taglines, captions, intro copy and other snippets of writing that either make us cringe or wish we would have thought of it ourselves!

Today’s Copy Cat spotlight is on Byrdie Beauty and definitely fits into the later. Not only is it cute copy, but the writer has done something we’ve all been asked to do as PR pros, and that is to try to connect two seemingly unrelated things. How many of you communicators out there were asked to do something with the Super Bowl for your brand? It is easier for some than others. For example, our client PDQ is offering a “Super Deal for Super Sunday” with a BOGO on fresh chicken Tenders. Football and food. It is a natural fit.

But what about cosmetics? Unless you are Katy Perry’s stylist or represent one of the product brands she endorses, you might not be able to score a touchdown. (Sorry. That should make it in the Copy Cat: Terribly Corny Edition.) That’s why I love what Byrdie did with the email subject line that caught my attention: 9 Super Bowl-proof lipsticks that won’t come off on your nachos.

I like to ponder the thought process for other people’s good copy. I bet this one started with the football and food connection I already mentioned. Football…food…lips…lipstick. Do you think they got it in the first try? I bet not. Can you imagine the rejects?

9 Super Bowl-proof lipsticks that are real winners. Bleh.

9 Super Bowl-proof lipsticks that will make your man ask Katy WHO? Perhaps a little much.

9 Super Bowl-proof shades that will have you flapping your wings and licking your lips. Uh, no.

It just isn’t that easy! I also think that throwing in a nacho reference when talking about all things style, beauty and fashion is just unexpected enough to be an attention-getter. That’s why I consider this copy from Byrdie to be a total score.

Writing Copy: Sing the Right Tune

January 27, 2015July 15, 2022 Cherith AndesBlog, Copy Cat, Marketing, Public Relations, Social Media + Influencer Engagementcopywriting, mobile apps, PR Agency, writingLeave a Comment

We always say that we love good copy, and we’re highly invested in ensuring that our messages carry the right tune. With the refinement of mobile apps and online notifications, brevity with clarity becomes vital to effective communication.

I love me some Pandora. (Pardon the grammar of that phrase—artistic license for effect.) This industry mogul has arguably dominated the internet radio landscape by connecting ground-level consumers with a hitherto restricted product: tunes. Gone is the barrier of cost with Pandora’s streaming music; every genre and ilk of music is instantaneously available (minus a few commercials here and there). Pandora even curates customized playlists for a range of style preferences–from spa music to cumbia–that can function as the DJ at an event. Talk about a budget-saver!

Undoubtedly, Pandora wields clout to “bend the ear” of the public. But trust is as easily lost as gained with this generation of tech-savvy consumers. And hence, it becomes all the more important that mobile app notifications provide accurate information—and copy—every time.

Take a peek at this recent mobile alert I received from my beloved Pandora. Although they haven’t lost my vote yet, Pandora should revisit one key to writing strong copy: there’s power in proofreading. Use this as a reminder to review your emails or documents one final time before pushing “send.”

How to Write Convincing Calls-to-Action Copy

August 30, 2012July 15, 2022 Josephine ButlerBlog, Marketing, Public Relationsadvice, best practices, call to action, calls-to-action, copy, copywriting, CTA, CTAs, how to, projects, services, write, writing, writing skillsLeave a Comment

Like we’ve mentioned before, one of the ways that Clairemont team members work on professional development is by reading. We’re constantly seeking the latest and greatest when it comes to social media and public relations. Without further ado, here’s a review of our most recent find: an e-book from Hubspot entitled, “Mastering the Design and Copy of Calls-to-Action.”

When it comes to click-through rates, lead conversions and sales, good writing practices are important. Public relations professionals must master the art of calls-to-action (CTAs), a website’s request for a visitor to take action (think of the copy that precedes a “Like us”).

While we’d really love to write the copy for you (seriously, contact us!), we’d also like to share a few tips on how to write your own compelling CTAs. They are:

Start with subjects and verbs. It helps readers to quickly understand the meaning of the sentence and what you’re asking them to do. Never forget to include a verb – if you do, you aren’t prompting any action!
Include numbers. This way, you can be specific about what you’re offering. Research proves that CTAs with numerical data have high view rates.
Use adverbs sparingly. They have no fixed position in a sentence and are the part of speech that gets the fewest number of shares on Twitter.
Keep your CTA between 90-150 characters. In true Twitter fashion, your CTAs should also stay within the 140-character limit. It’s always better to be short, concise and to the point!
Stay away from technical lingo. If you had to look it up, your reader probably will have to do the same. Instead, use words like “insights,” “analysis,” “answers,” etc. These words suggest that your content can help improve your reader in some way.
Be specific. Instead of the vague “click here” or “submit” button, try being more upfront about what it is that you want your reader to do (i.e. “browse,” “compare,” or “grab”).

We hope you found these tips helpful. Stay tuned as we continue to share more best practices in the weeks to come. In the meantime, be sure to share your questions and comments. We’d love to help!