Got an email recently from a budding copywriter with a big worry. She wrote:
What is the language of marketing? What kinds of jargon can I expect when I talk to marketing execs? I am concerned that in meetings or conference calls, I might find myself up against a foreign language of sorts because I never worked in a corporate marketing environment.
My first inclination was to simply say, “Not really a big issue in freelance copywriting. It’s not really like a different language, so don’t worry too much about it.”
But then, I got to thinking about it and realized that, when you’ve been in the middle of a particular world for 20 years (this month, in fact…), it’s easy to imagine that it’s not all that complex. And bottom line, it really isn’t that terribly complex, but it’s not completely transparent, either.
And right about the time I got that question, I received an email from a new commercial freelancing client, with the background information on a new project he wanted me to quote. And in that email, he told me what files he’d attached, which included “the wires.” Commence head-scratching. Huh? Wires? What are the wires?
He was with a marketing/design firm, and after clicking through the source material, I realized that one of the documents was a line-drawing mockup of the website they’re creating for their client, and for which they need new copy. That six-page mockup with all the little boxes, arrows and greeking*—is known as the “wires.”
*(Oh, that’s placeholder copy a designer inserts in spaces where copy is needed, but hasn’t been written yet. It usually reads, “Lorum ipsum dolor sit amet…” and a bunch of other, well, Latin, actually. So, the name’s a misnomer, but it’s still “greeking.” And two Latin-to-English translation sites are telling me that the five-word phrase above means…well, “Thong team…” Hmmmm. No clue. Remember, it’s placeholder copy.)
So, “wires.” Learn something new every day. So, maybe there’s a little more to the jargon in the commercial copywriting business than I’d like to believe. Of course, a couple of standard phrases come to mind: collateral, for instance: the term for various and sundry marketing communications pieces beyond ad copy that are part of a larger campaign—things like brochures, sales sheets, case studies, etc.
Then there’s the “creative brief.” Meaning, the document you’ll receive from clients (i.e., an agency, design firm, or the marketing department of the end-user themselves) describing the scope of the project in question, what the objective is, what the deliverables are (there’s another word: “deliverables,” meaning the final end products that need to be created, and which you’ve been entrusted to write), the timetable, contact people (a.k.a. “subject matter experts”—a.k.a. SME’s, and yes, actually pronounced “Smee’s”—yet another term!), etc.
All that said, I still maintain that, even if you come from a background completely different from commercial writing, that it won’t be anywhere near the same as, say, visiting a foreign country where you don’t speak the language.
Over time, I learned all these (and many other) words by osmosis, but my overriding recollection is definitely not of one embarrassing moment after another as clients exchanged looks, loosely translated as, “Where did this guy come from?” Not so.
So, that’s a few that occurred to me off the top of my head, but I’m sure there are a ton of others I’m missing right now. So let’s help out this nervous newbie, and share some of the jargon you’ve come across in your freelance commercial writing travels.
And, for the record, I’m not talking about the silly jargon that’s the brunt of jokes about “corporate-speak”—things like mission-critical, value-added, at the end of the day, outside the box, leverage, etc.
Yes, our fledgling freelancer should familiarize herself with those as well (here’s a pretty good list), but I’m talking about the useful terms native to this field of ours.
What are some of the terms, phrases, jargon, that you’ve encountered in the course of your copywriting practice?
In your opinion, how hard is it for a newbie to get a handle on all the vernacular? Did you feel at all confused or out of your depth when you first started out in the business?
Are you aware of any resources/glossaries listing a lot of these terms (I know, I should know some…)?
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So, I get my monthly cell phone bill from Verizon (yeah, I’m naming names; maybe someone will forward this to them and they’ll get their act together…). So, in it were a few of these slick little inserts. One of them had this headline: “Get Mobile Broadband on the Nation’s Largest 3G Network!”
The copy went on to explain how I could get “lightning-fast Internet access” which would allow me to check email virtually anywhere. Hmmmm. Interesting. Sounds like something worth having. Let me go check it out…
So, they give a web link: www.verizonwireless.com/upgrade (yes, feel free to follow along in this exercise in futility just so you know I’m not making it up). OK, so while I’m a good commercial copywriter, I don’t exactly consider myself some “Landing Page Copywriting Guru” by any stretch. But, I know this much:
If you provide a link on a mail piece, email blast, or ad that purports to offer more detail on Widget A described on said mail piece, email blast, or ad, then make sure the link provided indeed takes them directly to a landing page providing more detail on Widget A.
Is this complicated?
So, click on over to the above link, and see what happens. Not a word about “Mobile Broadband.” They make me log into my account (first chance for me to lose interest). But, I’ll play along. I log in, and at next screen? STILL nary a peep about “Mobile Broadband.” Now, they’re asking me irrelevant questions about upgrading my phone.
It’s clear to me at this point that if I want to find any more information on Mobile Broadband, I’m going to have to go searching their site, which I have no interest in doing.
But get this: even if I was sooooo interested I was willing to do a site search for “Mobile Broadband,” you still basically get nowhere. One link takes you to a more detailed description (finally), but still doesn’t tell you how much it costs, nor provide further links to find out that info.
Who in the world is minding the store over there, for crying out loud? Just because there’s a big name on the door doesn’t mean they know what they’re doing. Examples like this are everywhere. Corporate marketing communications departments are often good at the big picture and are great at cranking out pretty stuff, but they’re often under such pressure (and I’m sure more so now than ever before) that a lot of the crucial “execution” details fall through the cracks.
It just underscores two things: 1) don’t put big companies on a pedestal as having it all figured out; and 2) there are a vast number of opportunities out there for commercial freelancers like us to help them clean up their act.
Why do you think so many companies get this stuff wrong so much of the time?
Have you come across similar examples like this? If so, can you share?
Have you been intimidated by big companies in the past, only to discover that they’re mighty flawed and human after all?