There’s one particular episode of Sponge Bob Square Pants I’ll never forget.
So, Sponge Bob is taking out the trash at work and begins reading the “graffiti” on the side of the dumpster.
“Nematodes are People Too.”
“Down with Air”
“Patchy Was Here.”
And then the camera changes to a dramatic angle as Sponge Bob reads:
“Crabs is a <dolphin noise>”
To which someone standing by scolds him, “Do you kiss your mother with that mouth?!”
The rest of the episode involves Sponge Bob and Patrick testing out different words in front of the entire restaurant, each with their own sound to the audience (a blowhorn, dolphin calls, etc.)
Apparently, the pair learn there are thirteen bad words one can use.
Mister Crabs finally sits the pair down and tells them that curse words are like “spicy sentence enhancers”…
… the words are only supposed to be used sometimes to enhance meaning. But not all the time!
Of course, the episode ends with Mr. Crab stubbing his “toe” end using all thirteen words in proper Sponge Bob Square Pants fashion.
So what does any of that have to do with your copy?
There’s a “spicy sentence enhancer” for copy.
And unlike Sponge Bob’s “sentence enhancers”, these can be used all the time to improve readability, increase engagement, and boost conversions.
This spicy addition isn’t curse words.
(Although to some audiences, that might add to the credibility of the narrator.)
It isn’t even capitalization.
(Although capitalization of certain words can help draw attention to core ideas.)
Nope, the “spicy sentence enhancer” is CLARITY.
Clarity encourages you to be more precise and use more specificity.
Clarity helps discourage questions which could be avoided.
Clarity keeps your readers “with you” as you write.
So if you’re looking for an element to improve in your copy this year, I recommend looking to write more clearly with…
Fewer abstraction and more concreteness
Less vagueness and more specificity
Less big picture and more here and now
And if you’d like some help with this, I cannot recommend “The Brilliance Breakthrough” enough. If you’d like a copy, reach out to Brian Kurtz.