Yesterday I went to see a plot of land for sale in the countryside of southern Sweden. For many years, I have harboured a dream of moving out of the city of Malmö into a secluded rural beauty spot. This particular plot was in Stenberget, which means “Stone Mountain” in English. When I got there, a surprise awaited me just a stone’s throw away.
The plot was advertised with about 10 professional photos including views of the surrounding rolling landscape. All very picturesque. The copy read: “If the photographer had been quick enough, he would have caught a deer walking by.” I liked the idea of being able to watch deer from the comfort of my own home and I decided to drive and see the site.
When I got there, I recognised the plot from the photos. However, to my dismay, it was right opposite an active stone quarry with bulldozers lined up outside.
I guess I could have found this out if I had looked at Google Earth beforehand. Nevertheless, I had looked at the map of the plot and found nothing out of the ordinary marked in the vicinity. I had driven all the way from Malmö only to find that my journey was a waste of time and petrol.
Estate agents are notorious for their exaggerated descriptions, so was the estate agent to blame for my wasted journey? I spoke to another estate agent I know and she said that her only obligation is to the seller. That’s why the estate agent was within their rights to describe only the plot of land and not the noisy quarry next door. Still I felt slightly cheated.
Then I realised that it is no different in my own work as a copywriter. My obligation is to the client to describe their product or service in the best light if the objective is to generate sales, which it usually is. Like the estate agent, I don’t have to tell the whole truth. On the contrary, it is better to be selective. Just like if you go on a first date, you don’t need to tell about all your flaws or failed relationships. You want to create a good first impression and generate an interest in you as a potential partner.
This book explores the challenges of being a true writer.
In the book “Letters to a young writer” written by the critically acclaimed author Colum McCann as a guide to budding authors, he states in a chapter on shaping the truth: “Just strike the word down on the page. No preaching involved. No sermonising. No pointless barking at the passing streams. Just earnest endeavour and grit. A true mining of the world.”
I realise that copywriting is not about “mining” but more about shining! You usually only show the shiny surface of the story and don’t let any grit get in the way of commerce.
McCann elucidates on the depths to be found in truthful writing: “The best writing makes us glad that we are – however briefly – alive.”
By Peter Goddard