Marketing Copywriting: Does ‘Anal Retentive’ Have a Hyphen?

There wouldn’t even be a brouhaha over one space or two if even having a marketing copywriting style guide as a reference didn’t seem so out of style.

There are many stellar copywriters out there. And there are equally great editors. But can we please have a marketing copywriting style guide?

You see, there appear to be (too) many discussions around the all-important matter of how many spaces a writer should place after an end punctuation. Two spaces later, and now I’ve added another one.

There’s the one-space marketing copywriting camp: the digerati, journalism (both digital and print), chronic text users, rule haters, possibly job-screeners looking to weed out (illegally, even in fun) anyone over 40 by examining their written work. Journalism? I received an “F” once in a J-school assignment, because my professor called me out for using two spaces after at full stop. Paper costs money, even if a Twitter character doesn’t.

And there’s the two-space marketing copywriting camp: Book publishing, science, aesthetics, rule respecters from days-long-past childhood education, and perhaps anyone anally retentive. Oh, did I say science? Yes, even researchers have weighed in on this weighty matter. And you knew it was coming … the digerati quickly responded: Mental Floss, and I really appreciate LifeHacker’s investigative response.

Punctuation in Marketing Copywriting: One or Two, Oh My! Whatever Are We to Do?!

I have to say, I’m flabbergasted by all this concern (or lack thereof) over marketing copywriting punctuation.

First, I demand that any HR professional who screens job applicants based on one-space use or two — as a tacit means for age discrimination — ought to be fired, and the company he or she works for sued to high heaven. (Good luck proving it.)

Second, I thank the researchers who have “proven” that all our eyes need a break — even if it’s only a couple of pixels. Dear reader, I know I’m prone to write long, drawn-out sentences, and I apologize. I’ve always suspected you needed a break — and, as a default, I’ve always sought to give you one. No matter what font is used.

Third, perhaps all we really need is a marketing copywriting style guide — and adhere to it. When I get a freelance assignment, one question I often ask, “Is there a style guide for your company or publication? If not, do you default to Associated Press, Wired or Chicago Manual of Style?“ Even studying a client’s website, direct mail, official filings or other communications simply to discern if a preference even exists (or not) is helpful. Observe, and do what the client does with marketing copywriting.

Anal-Retentive Marketing Copywriting: Why Bother? Bother

Logically, there wouldn’t even be a brouhaha over one space or two if even having a marketing copywriting style guide as a reference didn’t seem so out of style.

Perhaps “anything goes” and “break all rules” is the new style — and thus, I’ve wasted your time reading this column, as I get nostalgic for consistency, order, attention to detail, and a layer of copy editors and proofreaders who no longer exist in the world of on-demand communication. But as we throw away the style guides, do we have to throw away the fact-checkers, too?

I guess, these days, that’s also a matter of style. At least there will be no eye strain here, today.

[Editor’s Note: The editors of Target Marketing have removed one space after each of Chet’s sentences. He is now informed: It’s our style!]

How to Beat Ageism and Get Hired

Ageism — age discrimination — in the job search is a reality that’s hitting both ends of the spectrum. As a job seeker, it’s pretty easy to fall prey to it (especially when you don’t get the job you’re after) if you don’t have the right attitude.

Can you guess which generation I’m describing?

  1. Old school. Stodgy. Unwilling to change.
  2. Lazy. Entitled. Selfish.
  3. Pessimistic. Disillusioned. Skeptical.

Unfortunately, stereotypes are pretty prevalent, and my guess is most of you had no problem identifying A as Baby Boomers, B as Millennials or C as Generation X.

Ageism — age discrimination — in the job search is a reality that’s hitting both ends of the spectrum. As a job seeker, it’s pretty easy to fall prey to it (especially when you don’t get the job you’re after) if you don’t have the right attitude.

A friend of mine — a young-looking 55 year-old — is coming up on the two-year anniversary of being in transition. He has had lots of interviews and been the second choice a couple times, so clearly he’s able to generate interest. However, when you ask him why he can’t seem to land the offer, he’ll tell you it’s because of his age.

Do you believe he’s right? I don’t.

You will experience ageism in your job search, but it’s not the cause of everything going wrong in your job search. Once you accept that it will be an obstacle you can’t control and change your focus to things you can control — your resume, cover letter, LinkedIn profile, interviewing skills — you will no doubt land faster.

Avoid Looking Your Age on Paper

Whether it’s your LinkedIn profile, cover letter or resume, chances are hiring managers or recruiters will first meet you on paper (or online). A Millennial, GenXer or Baby Boomer “star” will either sizzle or fizzle with how they present themselves in writing.

Star Millennials will pounce on the opportunity to showcase their writing ability in their cover letter. It makes an impact because, unfortunately, most people don’t even bother writing one. It’s also a good way to debunk the myth that Millennials are only able to text and cannot write in complete sentences.

A star Millennial’s resume WILL NOT include the following:

  • Lists of tasks: Just because you’re a doer by the nature of a lower-level role, doesn’t mean you didn’t make an impact to your employer. What results did you help achieve?
  • Smugness: No jokes, irony, Millennial buzzwords or exaggerations. Just professional in tone and presentation.
  • Language errors and typos: “Your” and “you’re,” “there” and “their.” You get the point. No mistakes!
  • GPAs: Anyone that’s been out of school more than three years needs to scrap it from their resume.
  • Self-centered summaries: You need to focus on what you can do for the company, not what the company can do for you.

Gen Xers are in the middle of their careers — and in the middle of the workforce, so one strategy to take in your cover letter is to indicate how you serve as a bridge between Millennials and Baby Boomers. It can appeal to a hiring manager who may be older or younger than you.

When it comes to your resume, Gen Xers should quantify achievements with numbers and results. Many members of this generation have had managerial experience, so it’s great to highlight any organizational results here as well. A star Gen Xer’s resume WILL NOT include:

  • Overdone, meaningless cliché’s: “Results-oriented,” “passionate” and “guru” should be deleted.
  • Basic technical skills: Microsoft Word, Excel and PowerPoint are assumed skills and should be left off the resume.
  • References: “References Available Upon Request” should be left off because it’s assumed and having it there, just dates you.

When it comes to a star Baby Boomer’s cover letter, clearly illustrate how you’re willing to embrace new things and how you can help mentor younger employees. Highlight your unique qualifications and recent accomplishments (not from 10+ years ago). You might even tackle difficult issues here — things like resume gaps or why you’re coming back to a corporate environment after running your own business.

A star Baby Boomer’s resume WILL NOT include:

  • Volumes of your life story: Keep it under two pages at the most, focusing on your most recent 10 to 15 years. Anything prior to this can be included in a summary paragraph with dates left out.
  • TMI: Every single job you’ve had does not need to be clearly described and listed. Only relevant ones to the position you’re offering.
  • Descriptions of outdated skills: Outdated technology and skills should be simply documented as part of a job.

Avoid Appearing Your Age in Person

Now that we’ve got you looking good on paper, the next step is to look good in person – the interview. According to a survey of 2000 bosses, 33 percent claimed that they know within the first 90 seconds of an interview whether they will hire someone. That means first impressions really count.