Common sense step-by-step learning for Copywriters and anyone interested in the crafting of messages for consumers, internal (staff) or external (consumers).

1. #Simplecopywritingtricks_1: WORD MANIPULATION
Boye Adefila 25/01/2011
By manipulating words in certain popular sentences,
often old sayings, political slogans, idioms or
proverbs, a copywriter can bring new life to his/her
brand promise.
Playing on words is an impactful trick when carefully
used. Like every sweet thing however, too much of it
can be distasteful.
Play on words could involve a word or phrase that has
more than one possible meaning. Such double meaning
could be implied by the context of the word, for
example within a specific phrase or sentence.
In a way this is similar to the use of puns in
sentences. Puns are words that have connotative
meanings either by virtue of how they sound or
similarity in spelling with the original word.
Below is an example of such word manipulation.
Example 1
‘Hey barman, give us a beer hug?’
Note that the word ‘beer’ in the sentence above would
ordinarily not fit into the world of ‘bear hugs’, as

2. the correct or expected word ‘bear’ refers to a certain
furry animal. Trust me you don’t want a real ‘bear
hug’. 
However, it’s a common case of creative conspiracy in
which writers conspire with the target audience in a
way that only them (audience) can understand such
hidden meanings (such as the manipulative inclusion of
the word ‘beer’ in place of ‘bear’).
In this case the message is ‘Serve us with loads of
larger beer!’
In a world where routine is the enemy and
predictability ushers in boredom, customers need
variety…even excitement and adventure. Word
manipulation is one #Simplecopywritingtrick that
delivers this.
Example 2
‘keep Lagos Klin’
This is an example of how a sentence changes in meaning
to the benefit of a certain brand. The brand in
question is a popular white detergent known and
registered as ‘KLIN’ in the Nigerian soap industry.
If you were born and bred in Lagos-Nigeria or kept
abreast of issues as a visitor either in the 80s, 90s
or early part of the millennium, you would remember a
popular government slogan ‘Keep Lagos clean’ apparently
urging residents and visitors to please keep the city
clean.

3. Now that we have manipulated ‘keep Lagos clean’ to read
‘keep Lagos Klin’, it simply means (to the target
audience) that all residents and visitors in Lagos
should use Klin detergent…
This would probably be more effective than ‘Use Klin
for a really clean wash’ which would be expected,
predictable and probably elicit an ‘also ran’
communication result.
‘Keep Lagos Klin’ rides on the whole philosophy of
cleanliness, which has been campaigned with heavy
budgets in the past.
It also makes the brand (Klin detergent) appear
concerned about societal issues (a faint hint at
corporate social responsibility (CSR).
More importantly, it makes the reader smile. In an
often tense world of the city, that is a bonus any
brand needs to bond with consumers.
Note that the above example is merely an isolated one,
not a verdict on Klin adverts or marketing campaigns.
In fact the examples were completely made up by me. Now
can you develop some examples of your own?

4. NB
#Simplecopywritingtricks is a regular series developed for
current and former BP1 & BP2 (Beginners Programme) students of
The Copywriting School.
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