Let’s talk about sounds, baby.
Let’s talk about you and me.
Let’s talk about all the good things and the bad things that may be.
Let’s talk about sounds…
[That’s how the song goes, right?? (Where are my early 90s people at?)]
Anyway, I have Salt-N-Pepa stuck in my head today and I have no idea why.
Actually, it’s probably because I came across a nifty website today (www.copywritingtipsguide.com) that had an article on phonetics and how to use it to write copy that speaks to the reader at a subconscious level.
Here’s a quick snippet from that article, “Sound and Fury–The Impact of Phonetics.”
How to Apply Phonetics as a Copywriting Trick
Before you start to brainstorm potential names, phrases or words you would like to use, think about what sounds best convey the idea you are trying to communicate.
If you’re working on a name for a modern, edgy brand, then you may want to brainstorm around hard, edgy sounds like “z”, “q”, “k”.
If you’re creating a feeling of serenity, use flowing sounds and consonant clusters with glides – “s”, “l”, “w”, “fl”, “sl”, “sw”, etc.
To create more energy, use sharp vowels sound. For a softer feeling or more subtlety, use softer vowel sounds.
All of the above are merely examples – the possibilities are numerous. Where the sound falls within a word – beginning, middle or end – also plays a role in the feeling communicated. Compare an initial “z”, such as “zap” or “zam”, which feels very active and decisive, to a final “z”, which gives the feeling of sustained vibration, e.g. “buzz”, “fizz”, “wheeze”.
The article itself was fairly long and technical, but there’s some really thought provoking ideas in it. And the point of the above snippet is absolutely spot on: every word you choose when writing copy has an effect on every other word which has an effect on the person reading it.
Skillful word choice is an important element to successful copywriting. Because even though copywriting, at its absolute core, is just a string of words that convey a message, it’s much, much more.
Copywriting is about creating an energy–a feeling–within the reader. It’s about leading your reader to a desired action.
Anger, sadness, joy, excitement, curiosity…
Words have power.
But don’t overthink it. Write conversationally, use words that give YOU the energy or feeling that you want your reader to have, and have some dang fun! There are just too many great words out there to create boring copy…
Until laters, gators!