People are natural mimickers. We’re amused, often obsessed, with malaprops and misspeaks.
We couldn’t get enough of President Bush going “nucular.”
We can’t forget President Obama’s foray into “Pockistan.”
And when Gabourey Sidibe was nominated for an Oscar in Precious, the media was thrilled — not only for the breakout performance but the chance to pronounce her name as if it were a devotion:
”Sidibe … Sidibe … Siiiiii-di-be.”
Call it fact or notion: Words are charged with music, and the right combinations can sell the sizzle or save a soul.
The trick is to read them aloud. Every child knows that. And bless the parent who’s left a permanent thumbprint on Horton Hears a Who or Goodnight Moon.
Reading out loud benefits copywriters, editors and proofers, as well. A way to catch unnecessary repetition in vocabulary and rhythm, to watch for confusing fragmentation or elongation, to match intent with inflection.
Example: In a recent TV spot for Symbicort , the talent refers to his improved breathing as “significant.” Once, maybe twice in 30 seconds — acceptable. Four times — jackhammer. Had the agency put their ear to the copy, they could have delivered a better result.
At Envoy, we believe no matter the content — from white papers and websites to logos and small-space ads — every word matters. As resident proofreader, I remind, noodge and beseech the team to always “speak the speech.”
Send us your projects, along with a lozenge, and we’ll make them sing, too.
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