4 Ways to Perfect Your Content With Sarcasm. Really.
Stakeholder, Director of Brand Strategy
A lover of adjectives? Guilty of being too obscure? You and millions of other brands.
Credibility is formed by connecting with audiences, not over-complicating copy with proof points and unnecessary language. Here are a few key ways I use my sarcastic side when proofreading to gut-check brand content and copy.
As opposed to…?
Is that adjective needed, or is it not necessary for the topic?
Example: The natural forest…
Sarcasm check: As opposed to the unnatural forest…?
The Department of Redundancy Department.
If you still call it the “ATM machine,” pay extra close attention.
Example: The housing market has evolved over time.
Sarcasm check: Oh, so it didn’t evolve over something else?
What the what do you want me to do?
Ambiguous CTA’s are the enemy of getting your audience to act.
Example: A CTA that reads “Yes! Yes!” on an already cluttered online banner ad.
Sarcasm check: So, you want me to stand up in this coffee shop and yell “Yes!”?
Trying too hard? Prove it!
Are you accidentally adding doubt?
Example: Our product is completely trustworthy…
Sarcasm check: Oh yeah, I’d believe anyone who says they’re completely trustworthy for no reason.