Analyze that

“That” is a funny word. Not funny ha-ha, but funny in the sense (that) a lot of people think (that) you need to use it when you don’t.

As my fellow copywriters will attest to, one of the items on the job description is being able to edit your own copy. Not with a machete like account people or clients are prone to do, but with a scalpel. What’s usually required is a surgical, precision paring down of the word count to bring whatever brilliant idea it is into sharper focus. And down to time.

For me, the first place (that) I direct this effort is at “that.”

I don’t think (that) there are a lot of words as expendable as “that.” I know for a fact (that) most agency proofreaders don’t agree with me at all about this. They think (that) they’re not doing their job unless they put back all the “thats” (that) I’ve taken out.

Apparently it's true (that) proofreaders are paid by the word.

Anyway, next time you’re writing a letter, note, list, blogpost, copy or whatever, when you go through it to make revisions and fine tune it to a sharp, brisk read, the first place I’d start with is “that.” You may have already noticed (that) all the “thats" in parenthesis are completely unnecessary.

Now that I re-read it, the same might be said for this post.

Word

Like a lot of writers living in Southern California, I’ve worked on many car accounts. From top end $90,000 luxury vehicles to $14,000 coffee-grinders, I’ve written it all.

Commercials, collateral, radio spots, print ads, online banners, interactive content, Twitter posts, Facebook posts, outdoor, customer kits, dealer kits, CPO kits, sale kits, employee bonus kits, warranty kits.

Oddly enough, no matter the price or quality of the car, they all have something in common. The words used to describe them.

Pick a car, any car. I bet it’s exhilarating. It’s probably also a leader in innovation. No doubt it’s been engineered to maximize your driving experience, and designed to turn heads as well as corners.

Let’s not forget the fact it’s also loaded with state-of-the-art technology, as well as class-leading aerodynamics whose job it is to keep you connected to the road. How else could you get a car that makes setting the standard, standard.

But there's no point to any of it unless you're around to enjoy it. That's why the car you're thinking about is loaded with the latest active and passive safety features.

The cars come with airbags. The agencies come with windbags.

Differentiating parody products - different brands with the exact same features - has always been a problem in advertising. Often the only thing that does it is the quality of the creative idea, the consistency of the execution and the personality it establishes for the brand.

I bet you know what BMW builds. But I'm fairly sure you aren't nearly as familiar with the tagline Toyota - which builds awesome cars for all income levels - just spent millions to introduce.

Unless there's a real product difference, almost every category from athletic shoes to cars to fast food use the same words to describe their product. Which makes it even harder to tell them apart.

Sort of like ad agencies.

One word too many

Is it just me, or does anyone else see a pattern here?