I came across this ad in a construction magazine and did a double take. Before I go further and explain, glance at it and tell me if you can find the problem.
Do you the word choice I’m talking about?
Sure, it doesn’t have to mean anything evil, but you have to carefully consider the word choices in your marketing and what your customers will think on first glance. Do a Google search for premeditated and what will most of the finds show you? I did, and, aside from the results showing the definition of the word, other results spoke of murder, killing, and death.
Even scarier, this image of Dexter in his contractor garb is one of the nicer ones that showed up with the same search…
Is this what you want your customer to think of when all you want to do is replace the vinyl siding on their home? Are you really planning excellence or something else? I mean, think about it, as a contractor, women are inviting you into their homes with sharp tools.
Connotation is a very real and serious grammatical tool to be aware of. Always consider it with your copy.
This message was written by a team of geeks, nerds, gamers, and Dr. David Powers. You can always find us at www.drdavidpowers.com. Thanks for reading!