Emma is a prospective client. She’s wonderful.
Her conviction is contagious, her vigor practically vibrating down the phone into my eardrum.
(Short of pouring superlatives into this sentence, let’s just say I’m all-kinds-of impressed.)
She’s the kind o’ woman I heart writing for most of all. Not soft and fluffy or so deeply entrenched in woo woo that she may as well be living on another planet. But soulfully real and heartfully focused on what makes her business tick.
Except she says something that makes my eyes roll waaay back into my head.
She says she wants me to rework her copy — BUT that she wants to make sure we hang onto that “juicy vibe” that her existing copy gives off.
Emma was (I think) trying to convey to me that she wanted her copy to be vibrant and rich, which is . . . fiiine. But why not say that then?
Let’s not single Emma out.
Scoured from the net in two minutes flat:
“Your juicy life”
“Your juicy free bonus gifts!”
“This juicy teleclass”
“Feel the juicy flow of creativity”
“Juicy time management strategies”
“A nice juicy appointment”
“Your juicy journey”
“My juicy blog post”
No. Just no. And here’s why.
Let’s start with the dictionary definition:
1. full of juice, having much juice: succulent
2. richly interesting, full of life: colorful, racy, titillating, sensational
3. yielding profit: rewarding or gratifying — esp financially
Using “juicy” isn’t necessarily wrong in itself, but it’s one of those adjectives that says everything and nothing all at the same time.
Are you saying that anyone who takes your course will wind up having a racier life (in which case, I’m in — fo’ realz) or are you trying to insinuate it’ll be more financially rewarding for them in the long-term?
Of course, most of the time, people will go ahead and attribute the meaning they think makes the most sense, but this isn’t good copywriting.
GOOD copywriting doesn’t make the reader do the work, good copywriting does the work FOR them. :: Click to tweet ::
Which means not making them work to find the meaning behind what you’re trying to say and instead making it as clear as possible as quickly as possible.
“Juicy” may have been the word du jour but now it’s kicking up a stink.
The fruit is moldy. Repeat — the fruit is moldy.
Here’s how I’d rephrase the “juicy” phrases that I mentioned above:
“Your unforgettable life”
“Your unmissable free bonus gifts!”
“This exclusive teleclass”
“Feel the heady flow of creativity”
“Time management strategies — exposed.”
“An insanely useful
“Your extraordinary journey”
“My unapologetic blog post”
Let’s avoid using “juicy” for the foreseeable — unless, of course, we’re talking about FRUIT. Deal?
Consider this a “juicy” amnesty.
Cut and paste any sentence from your website that uses “juicy” into a comment below and I’ll rework it for you.