I’m easily annoyed. Perhaps it’s just my age. Or maybe there’s a lot to be annoyed about in the world right now. And I’m not just sweating the big stuff (Trump, war, Brexit…). Little things bug me too. Like signwriting on vans and lorries. I’ve written about it before but I feel compelled to write about it again after an angsty journey from my home in Shropshire to the Home Counties. Barely five miles into the trip I’m following this monstrosity.
I’m assuming the company has gone to the trouble and expense of having the vehicle signwritten as a mobile billboard. But adverts generally only tempt potential customers if those customers know what the bloody hell they’re being sold. It’s not clear at all from this mumbo jumbo what the van driver does for a living so I’m unlikely to stop him and buy one. Whatever one is.
It’s a classic case of trying to impress the reader with clever words and having exactly the opposite effect.
But as these two examples demonstrate is is possible to use the limited space and time available on the side of a moving vehicle to advertise one’s wares effectively.
The lesson? Decide what you want your words to achieve before you start writing and use language that is clear and concise to the reader.
Creating value, building trust and delivering results are bullshit bingoey kinds of words or phrases that should, like cliches, be avoided like the plague.
It’s all about the reader. If it doesn’t work for them it can’t work for you.
PS R Breeders Ltd, it turns out, sell bull semen.