The thing all those styles have in common with each other but NOT with marketing style is this: Someone HAS to read those. It's part of their job, and it does not matter how obtuse, convoluted or full of jargon and big words it ends up. They still MUST read it to stay employed.
Human nature being what it is, all humans are driven by wanting to feel better about themselves. When they write for their particular audience, there is a tendency to use language that show cases their greatness. They often do that by showing how many big words they know--big words and lots of them. It gives the writer a little boost of self importance. Add to that a style of education that taught us all that more words are ususally better. With more words, SOME might hit the mark and get you a better grade. Want an example?
imperceptible and are so stipulated, it is incumbent upon said heretofore mentioned parties to exercise
the deferment of otherwise pertinent maintenance procedures."
Now if the CEO of the company wrote that in a report, you as the worker would read it, perhaps scratching your head as you struggle to figure out what it really means. But you have to read it because it's part of your job.
What that really says in plain English is "If it ain't broke, don't fix it."
Here are a couple more examples. These are extremes, of course, to make my point.
I'll continue to talk about more of the details of making your writing easy and fun to read. But for today, I want you to uderstand this RULE of ad-writing.
1. Use the simplest possible word
2. Make short sentences
3. Avoid modifying phrases. Instead, make a new short sentence. (Not "Avoid modifying phrases by turning them into new short sentences.")
4. Take out all the extra words and the redundant words. (Not, "We offer a wide variety of the finest quality ________," but, "Find many varieties to choose from."
5. Get to the point--be direct! The first example I gave you above wandered all over the place.
And the final rule (actually the first rule and we will talk about it more)
6. Marketing is not about you. Marketing is about the customer. Making it about the customer is what makes it intersting to him so he will read it...more on this to come!
If you are new to this blog, read some back issues. Practice the principles. It makes your marketing sizzle and zing and makes you money!