It’s hard being a professional communicator. I know because I am one. But when I say it’s hard, it’s not so much the job. It’s way the job is marginalized by non-communicators. After all, everyone can communicate, right? Wrong.
When a lawyer gives advice, the client takes it as expertise. When an ad man gives advice, the client thinks they know better.
Or maybe the ad man doesn’t give advice because no client ever came through the door. Everyone can communicate, right? So what’s the sense in paying someone to do it? What’s the value in getting a professional when all you need is Photoshop and Microsoft Word?
For the latest proof of why professional communicators matter and how the amateurs are corrupting the trade, take this ad for SIA Residences in Maple Ridge.
You don’t need to look closely to know that this is an abomination of copywriting and graphic design. The script feels like a pastiche of other ad copy put through the photocopier, then the microwave, then laid out on a granite-veneer countertop. “Built with urban quality energy?” WTF?!
What kind of logic is being used to organize the information? The copy starts with something about priority registration, shifts font size to provide us with masturbation-by-adjectives, then goes bold to advise the world the sales centre is “opened” daily. Skip down and we get contact info, a bulleted list with awkward capitalization, and a stand-alone credits section for the marketer-realtor.
The talent behind this is Keller Williams Results Realty. I love that “results” is part of their name. Nothing says results like misspelling the URL in your ad.
Yeah, the URL’s wrong.
Will such attention to detail go into the building of the condo?
For more information about SIA Residences, make sure you go to www.siaresidences.ca.