10 Tips to Improve Your Ad Agency’s Copywriting
Typos.
Grammatical errors.
Incorrect words.
Small mistakes can find their way into the best copywriting – especially at the rate agencies produce content for their clients these days.
Back in August of 2019, we published the post 10 Everyday Mistakes Copywriters Make Every Day.
We’re revisiting this topic today because of its importance.
While these mistakes don’t equal a global-warming-level crisis, they can still make your agency look bad – especially in the eyes of potential clients.
After all, small mistakes show a lack of attention to detail.
A prospect might very well think,
“If this agency doesn’t know the difference between “compliment” and “complement,” should I trust them with my marketing dollars?”
(FYI, we’ll show you the difference between “compliment” and “complement” below.)
Avoiding typos, grammatical errors and incorrect words is the responsibility of the account team, your proofreader, but, mostly, your copywriter.
A great writer knows not only how to develop captivating concepts and engaging brand stories, he or she also knows the rules of the English language.
To improve your agency’s copywriting, make sure your writers avoid making the following 10 common errors.
(Side note: While more could be written about each of the common errors below, we’ve purposely given only high-level examples so your copywriters can understand the correct usage quickly and easily.)
1. Affect vs. Effect
“Affect” is usually a verb, meaning “to act on or change.”
“Effect” is usually a noun, the result of that change.
Example:
The copywriter’s poor grasp of basic grammar affected the ad’s success, which had a terrible effect on the agency: Our client fired us.
2. They're vs. Their vs. There
“They’re” is a contraction for “they are.”
“Their” is used as a plural possessive, something owned by a group: Their Clio awards.
“There” refers to a place.
Example:
Laura and Bella just won a Clio. The awards ceremony is in New York. But they’re out of their minds if they think I’m paying for their trip there.
3. Your vs. You're
“Your” is a possessive.
“You're” is a contraction of "you are."
Example:
If your ad wins a Clio, you’re going to get a bonus … but I won’t pay for your trip to New York. You’re on your own.
4. To vs. Too
“To” is preposition expressing motion or direction.
“Too” means “also” or “in addition to.”
Most writers know the difference between these two, so mistakes usually happen when they’re rushing to produce work or not proofing carefully.
To avoid this mistake, make sure your copywriters do a quick document search for “to” before routing the copy.
Example:
I showed the concept to my creative director. She said this idea would win an award, too.
5. Peek vs. Peak vs. Pique
“Peek” is to “glance quickly.”
“Peak” is “the pointed top of anything, usually a mountain.”
“Pique” means “to excite or arouse.”
Example:
I gave my creative director a sneak peek at my concept. The idea piqued her interest. In fact, she said that I’m at the peak of my career.
6. Who vs. That
The simple trick for “who” and “that” is to use “who” when referring to a person and “that” when referring to a thing.
Example:
Laura is the copywriter who just won a Clio award. Accounting is the department that won’t approve the cost for her trip there.
7. Lose vs. Loose
Similar to “to” and “too,” mistakes between “lose” and “loose” usually happen when copywriters are hurrying or the copy isn’t proofed carefully.
“Lose” is a verb that means “to be unable to find something or someone, or to fail to win.”
“Loose” is an adjective that means “not tightly fastened, attached, or held.”
Example:
The relationship with our client is already loose. If our copywriters make one more grammatical error, we’re going to lose the account.
8 Then vs. Than
“Then” is used in reference to time.
“Than” is used in comparisons.
Example:
I presented my concept to the creative director, then Laura presented hers. The creative director chose Laura’s concept. I guess her idea was better than mine.
9. Farther vs. Further
“Farther” refers to physical distances.
“Further” means to “to move forward” or “in addition to.”
Example:
Laura has gone farther in her career than I have in mine. I need to re-read this blog post to further my copywriting education.
10. Compliment vs. Complement
“Compliment” is “an expression of praise.”
“Complement” means something that completes something else or makes it perfect.
The creative director complimented my ad copy, saying it complemented the entire campaign.
Want one more way to improve your agency’s copywriting? Launch your next project with the elite copywriters at Copy Rocket.