Author Archive | Jackie

Where are recruiters going wrong?

WrongAs you may know, I spend a lot of time travelling up and down the country with Mitch Sullivan, training recruiters how to write better job ads. As I’m a generalist copywriter, you might be wondering what I can teach them, and whether the lessons are applicable to you too.

Quite naturally, recruiters often think the way to write ads is the way that every other recruiter writes them. However, if you want to stand out, you need to be different.

Innocent Drinks is often held up as a paragon of virtue when it comes to tone of voice in their copy. The copy is ‘on brand’ on their website, newsletter, blog, packaging and even their vans. Yet, surprisingly, their job ads read much the same as everyone else’s.

Like many companies, their careers page shows the first few lines as a teaser with a ‘read more’ link to the rest of the ad. The trouble is that most of the opening teasers are top-down – written from the company’s point of view, not the reader’s:

  • “We’re going through an exciting period of growth…”
  • “To help us achieve this we’re looking for…”
  • “We’re passionate about…”
  • “We’ve come a long way from selling smoothies in West London in 1999…”
  • “2017 was a great year for us, there was [sic] loads of great new products, we expanded into new regions and the business grew really well..”

The opening of any ad is the most important bit, as it determines whether or not people will read on. Not only does the Innocent approach fail to differentiate one job from another at a glance, but the copy fails the ‘who cares’ test, as it’s all about the company, not what’s in it for the reader.

Having assessed hundreds of ads, I notice that in-house and agency recruiters tend to repeat the same mistakes. And they don’t just apply to job ads.

Here are some of the most common copy mistakes so you can avoid them:

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…walked into a bar

A dangling participle walks into a bar. Enjoying a cocktail and chatting with the bartender, the evening passes pleasantly.

A bar was walked into by the passive voice.

An oxymoron walked into a bar, and the silence was deafening.

Two quotation marks walk into a “bar.”

A malapropism walks into a bar, looking for all intensive purposes like a wolf in cheap clothing, muttering epitaphs and casting dispersions on his magnificent other, who takes him for granite.

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Words a copywriter would never use

WordsThere are certain words a copywriter would never use.

‘Solutions’ is one of them.

One reason is because ‘solution’ returns 642,000,000 results when searched on Google. Wow. If there are that many solutions available, yours is highly unlikely to stand out.

I realise that people use the word to suggest they solve problems. But it doesn’t work. It’s clunky and pointless.

To demonstrate what nonsense it is, here’s what @DaveTrott tweeted yesterday:

Just had a nutrition solution, so I might go outside for some garden solution, or down the pub for some leisure solution, then the telly for some entertainment solution, and off to bed for some relaxation solution. Then tomorrow morning up and catch the travel solution to work.

A copywriter would never write: ‘An internet marketing firm specialising in e-commerce solutions’.

We’d write: ‘An internet marketing firm specialising in e-commerce’.

Or, even better, something that is more customer-focused: ‘We help improve the performance of your e-commerce website’.

The only time a copywriter would use ‘solution’ is when writing about chemistry e.g. ‘A solution of ammonia in water’.

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Why your website is like a restaurant

RestaurantWhen you click a link on a website and a dropdown or popup list appears, it’s called a menu.

That’s not the only reason why I say your website is like a restaurant.

I was recently asked to comment on a client’s leaflet, which listed all 11 services they offer.

Quite sensible, you might think.

Trouble is, the people that want service 1 are probably not interested in services 2 to 11, and vice versa.

With most people being too busy to think, there is no point in distracting and confusing them with irrelevant information.

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