More Words that Confuse

Want to argue about word usage? Get involved with a group of copywriters.

Lately I've been following the Claude C. Hopkins Copywriter group on Linkedin.

This week a big discussion got started because a copywriter bragged about a successful promotion he'd written for a landscaper, and instead of writing copywriter, he wrote "copyrighter." One commenter in particular criticized him severely, then others jumped in to "criticize the criticizer."

Sounds like something that could happen on Active Rain, doesn't it? Most who commented forgot to congratulate the writer on helping his landscaping friend earn an extra $700 per month, just from one letter. (That's an achievement to brag about!)

Anyway - some said that including a misspelled word can benefit the copy.

Why?

Some said misspellings lent "authenticity" and made the writer seem "real." I'd agree - but only if the error is contained in a testimonial. Otherwise, I don't think so.

Some said they aroused interest and kept the reader engaged longer. (Why, to try to figure out what you said?)

One quoted a money-making copywriter that I don't have much respect for. He's one of those "all hype" guys who sells get rich quick schemes. He says he makes more money with misspellings. Maybe there's some psychology there that resonates with his particular target market. He's another one who claims to have been flat broke before he discovered the road to riches. 

I don't know, but I don't think it would impress real estate clients. I think they're looking for a professional.

A few agreed that it is because the readers are more apt to understand (or, more correctly, misunderstand) the wrong word than the right word.

All copywriters know that if we're writing for the general public, we need to keep the language at about a 7th grade reading level, but I thought this was taking things a bit far.

If you really think your readers won't understand the word you want to use, then choose a (correct) word they will understand.

Much of this discussion centered around the word "piqued" - and that some writers deliberately use "peaked" or "peeked" because readers will understand that. It made me wonder if the writers understood what they were saying. After all, these words do NOT have the same meaning.

I have seen them used incorrectly here on AR, so just in case you need a refresher, here are the definitions:

pique

1. to affect with sharp irritation and resentment, especially by some wound to pride: She was greatly piqued when they refused her invitation.

2. to wound (the pride, vanity, etc.).

3. to excite (interest, curiosity, etc.): Her curiosity was piqued by the gossip.

4. to arouse an emotion or provoke to action: to pique someone to answer a challenge.

Peaked

1. somewhat ill or prone to illness; ailing, indisposed, poorly, under the weather, unwell,

2.  having or rising to a peak; "the peaked ceiling"; "the island's peaked hills" pointed

peek intr.v. peeked, peek·ing, peeks

1. To glance quickly.

2. To look or peer furtively, as from a place of concealment.

3. To be only partially visible, as if peering or emerging from hiding: Tiny crocuses peeked through the snow.

n. A brief or furtive look.

 So, if you want to say that something piqued your curiosity, and you think your readers might not understand that word, why not say that it aroused your curiosity, or provoked your curiosity, or stimulated your curiosity.

A good Thesaurus can keep you out of trouble and furnish you with words that not only will be understood, but will say what you mean.

By the way, well-known copywriter Chris Marlowe chimed in by saying that she had never deliberately misspelled a word in copy - but that she is "A master at typos."  It's good to know even the biggest names in the business share my affliction.