Good copywriters and editors look at both the big picture and the tiny details. And doesn’t it show!
Again, thanks to the talented Paul Hassing for this post.
I was rewriting a large website for a client with the glorious double-barrelled name (changed for this tale) of Elizabeth Frensington-Smythe.
With big projects, I often begin with small bits and work my way up at increasing speed.
Staff bios (profiles) are a great starting point.
When I got to Elizabeth’s bio, I recalled that she’d introduced herself to me as Liz.
She also signed her emails as Liz, yet her email address was Elizabeth@Frensington-SmytheEnterprises.com.
And so I wrote:
Are you predominantly Liz, Lizzy, Elizabeth (or some other permutation) to your various audiences?
The name they read should be the one they use.
If we can pick one variation and use it consistently across all communication channels, we’ll strengthen your brand.
If, however, use is situational, we can give this idea a miss.’
‘My name is Elizabeth Frensington-Smythe.
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