There’s no point in writing in ‘Guardian English’ if your target audience mainly comprises Sun readers.
We also tell our copywriting course students to remember their readers’ ages.
Older adults may use more formal language, and also have a limited understanding of younger people’s culture.
So imagine you are writing about a recent holiday.
You might tell a friend in their late 20s: ‘I went to Ibiza with five mates. It rocked. We drank shots by the pool all day and went clubbing all night. It was perfect for a girly holiday – the hotel did what it said on the tin. It was brill if you just want to go on the lash.’
But you’d probably tell your 70-year-old aunt: ‘I went to Ibiza with five other girls. We had a lovely time. We sat by the pool all day and enjoyed the night life in the evenings. It was perfect for an all-girl party. The hotel was exactly like the brochure described it. It was the perfect place to have fun with your friends.’
It’s important for any writer to switch styles easily. And that’s where our commercial copywriting course comes in.
See our copywriting courses