May, 2020
Let me ask you a question . . .
Which is more important to you?
Copywriting or toilet paper.
(Please don't answer honestly or you'll hurt my feelings.)
Anyway, the reason I've posed this question is because it's a perfect lead-in to a true story that's good for a laugh. And these days we all need one. Here goes . . .
Many years ago, a major financial institution in San Francisco asked me to write some copy about SWIFT (a money transfer system that connects over 10,000 financial institutions around the world.)
I was asked to bring my copy to a meeting where the division's senior executives would listen to my presentation.
The day arrived. I traded in my usual outfit of jeans and a flannel shirt, for a conservative suit, then drove into town to the bank's luxurious offices.
When I arrived, I was shown to a magnificent conference room where the division's top executives were seated around a large mahogany table. I was invited to take a seat, and after some quick pleasantries, was asked to proceed.
So I picked up my copy and began reading.
"Many years ago, before SWIFT and the easy movement of international funds was created . . . . . . ."
That's when the most senior executive at the head of the table abruptly cut me off.
He said:
"I'm sorry to interrupt you, Ivan, but let me ask you this. When you use the words 'movement of international funds' do you think that people will think of bowel movements?"
Silence. Total silence from everyone in the room. Bite-your-lip-and-look-down-at-the-table silence.
Everyone was looking at me to see how I would respond to their boss's shocking question.
Now, as you can imagine, over a forty-year copywriting career, I've had clients make all kinds of questions about my word choices. But never, ever did I expect to be asked if something I wrote would bring to mind excretory functions.
So how did I respond to the gentleman's question?
I calmly and respectfully replied:
"Actually, I think the fact that we're talking about the SWIFT system means we're not taking too much of a risk.
In that context, I really don't think thoughts of a bowel movement will come to mind to the vast majority of people. But I have an idea. Why take a chance? Why don't I just substitute the words 'transfer of funds" for 'movement of funds.' That way we'll play it safe."
The gentleman thought my suggestion over carefully and then said:
"That sounds like a good idea, Ivan. It avoids the problem and won't offend anyone. Let's go with your suggestion."
And I did.
So, what's the moral of this story?
That if you want to be a successful copywriter, you have to think on your feet and learn how to promptly meet your clients' needs and address their concerns. Skillfully. Tactfully. Quickly.
Do you need some copywriting help? Give me a call and let me turn your next email, ad, web page, or sales letter into a winner. And without any BM confusion.
Let's go to work!
