Traditionally, “punchy” is defined as creating impact in as few words as possible. But in the corporate arena, this word seems to have transcended its old meaning and become an umbrella term for all-round high-quality copy that stands the test of time.
A lot of brands claim they want to sound punchy. But the truth is, there’s a time and a place for it. Popcorn-style copy – short, sharp words bursting out from the screen – is far more appetising in certain scenarios. Allow us to explain…
When does being “punchy” work?
For adverts, emails and anything with a character limit, it’s often a smart move to go punchy; ensuring you get your message across immediately. But whilst it can be tempting to utilise punchy copy at every opportunity, there are occasions where it just won’t have the desired effect.
Say you need a brochure, for example. After reading snappy sentences for eight pages straight, your audience will quickly tire. Generating maximum effect in marathon-like copy involves mixing up the pace of writing to keep people engaged.
Here’s what a brochure might look like if you kept things punchy page after page:
Great cars. Great quality. That’s Super Cars. We have the best automobiles. At the best prices. Sports vehicles. 4x4s. Saloons. You name it. There’s a car here for you.
A bit stilted and stuttery, isn’t it? Just think how much of an exhausting read that would be across an entire brochure. Would you even reach the end? Unlikely.
Let’s see what the same content might look like with more sundry sentences.
All the best cars. All the best prices. At Super Cars, we have the top automobiles on the market – from sports vehicles to saloons and 4x4s. Whatever you’re looking for, there’s a car here for you.
See how the flow carries you along a little easier? For bigger projects, it’s important to get the structure right and ensure your readers remain invested – and perpetual punchiness can be a poor choice.
Should you pick a “punchy” approach?
If you need a leaflet, webpage or email for your next project, a punchy approach will probably work wonders. Get the info across in an emphatic way and bang – you’re out of there.
However, if you’re creating a blog, brochure or even a whitepaper, it may be worth considering a style of writing that ebbs and flows to keep the reader hooked.
Rhythm is crucial in copywriting. When you’ve got a bit more breathing space for playing around with words, it might be worth sampling something a bit more melodic.
Regardless of whatever project you might have on the horizon, you’re probably a little unsure on the best style of writing to use. That’s why we’re here.
MYC’s writers can work with you to find the best written approach for your project and get the best results for your business. Give us a call to find out more! Our copywriters are available on 0161 660 9206 or firstname.lastname@example.org.