Copy That

 

There are a lot of things we take for granted.

When talking about my work, I used to assume that everyone understood the terms I was using and the various roles associated with them.

Then one day I was working with a new client who, instead of nodding along with my proposal presentation, asked:

“What do you mean by ‘copy’?”

It hit me that there were probably other clients who also didn’t know, but made their own assumptions based on context. And I had made my own assumption—that someone looking for content help was familiar with content and marketing terminology.

That assumption meant I was breaking my own rule about straightforward, clear communication. Or, more precisely, my series of rules about confirming that my communication flowed logically, that it was free of jargon and assumptions, and that it was relatable to the audience I was trying to reach.

I could have used “messaging” or “text” or simply “words,” but my training and experience got in the way. (For a detailed history of the use of “copy” in journalism and advertising, read this.)

I was a high school journalist, so “copy” became part of my vernacular early on. And though I didn’t work in advertising per se, I wrote copy for ads, product packaging, and more before I also entered the world of content and content marketing. (“Content” is another of those words that—even within closed circles—can mean different things depending on your specialty or experience.)

The beauty of words is they can have multiple meanings. They can also evolve in meaning. So when we forget and place ourselves in the center instead of the person receiving our message, there’s the potential for things to go very wrong.

Lesson learned?

Don’t let what you know (or think you know) stand between you and the audience you’re trying to reach. Meet them where they are, then bring them along for a ride you can enjoy together.



Image © Hector J Rivas courtesy Unsplash