First, watch this video (or at least the first 30 seconds)…
My dear friend and tech writer extraordinaire, Ron Miller, posted this video on his blog and sent me over to see it. And I have to tell you, I didn’t think it was funny at all. I was embarrassed for Steve Jobs and the whole Apple team. I cringed.
NOT because of the name of the new product (personally, I think this whole hooha about feminine hygiene products is really, really stupid) and NOT because Mr. Jobs looks silly in that turtleneck with those bright white sneakers. (You’re a bazillionaire, Stevie, try a little bit harder. Even I could dress you better than that.)
My reaction was because, as this video points out, his talk was horrible. He used the same adjectives dozens of times. Maybe it didn’t sound AS bad when the sound bites were evenly dispersed – but I’m not so sure. Regardless, I think we can agree that this is just bad writing and it’s just bad speeching.
So, Reason 731 to use a copywriter? We write speeches, video spots, announcements. We craft your message so that you don’t sound like an idiot. We wordsmith your ideas so that people don’t make YouTube videos that mock you. We write good, so that you talk good…or something pithy like that. I dare say, old chap, we’re critical to your successful marketing and promotional experience.
In fact, good copywriters are awesome, amazing, great, magical and incredible…times 20 (just like Jobs said).