No matter if you’re planning a post for social media or writing out a quick email to a colleague, you’ll most likely think about the words you use. Formal language is very widely accepted in dozens of different contexts, but there is a gray area when it comes to colloquial phrases. Depending on the nature of the piece you’re writing out, it doesn’t mean it’s necessarily rude to use slang. In fact, depending on your intended audience, slang can be very effective when you use it in the right place. But is it okay to use slang in marketing copy?
Defining Slang
Slang is much more common in verbal communications than written ones, but it’s a language that uses phrases and words that are usually seen as very informal. When you use slang, you have to keep in mind that it’s not possible to translate English slang. So, if you’re aiming at a global audience, you should avoid using it when you can.
Using slang is typically more appropriate for companies that have a much younger customer demographic because they can relate to this type of language. In turn, they’ll be more engaged. You could find that slang is typically used inside businesses, particularly when the staff uses instant messaging or email. Communicating like this can help all of your employees stay engaged, and it can encourage your staff to share their views or opinions more openly.
If you’re thinking about using slang in marketing content that you want to distribute on platforms like social media, a website, advertisement, or blog, you have to keep in mind that you’re a direct representation of your business. So, the content will play a big role in how the reader judges your business.
Slang in Electronic Communications
If you have instant messaging in the office as a way to talk to coworkers, it’s most likely going to be difficult to avoid using a form of slang. Most people will use the instant messenger service just like they’d use text messages, so they’ll see it as a much more informal way to communicate. The same thing also applies to email communications, but it gets a little more grey here.
With email, if the people who are in charge of parts of the project are emailing information or documents back and forth with each other, the emails will most likely have slang. When these emails turn into project updates or progress reports that you send to your supervisor or your upper management, this has to change. Slang is also not a good idea when you’re communicating electronically with your customers through email.
Blog posts usually have a much more conversational tone to them, but you should avoid using slang. After all, the audience you’re trying to attract with this blog post is current and potential customers. The blog should be a way you engage with your audience to help them get a good understanding of your business. Even though they have a more casual feel, they should keep a professional manner to reflect your business.
Slang in Written Communications
Any written business communications, including marketing copy, should never have any form of slang in them. You typically create written communication for your customer base, investors, management, and a much more formal audience. The format and purpose can be different, but any written communication should have a respectful tone to it.
Using slang in these types of communication could cause anyone who sees it to not take your business, product, or brand seriously. Consider presenting a piece of marketing copy that has a host of slang terms to a bank officer or management. How would you see a business if someone did this to you? It can damage your business’s reputation if you’re not careful.
You also have to keep in mind that a lot of modern slang phrases and terms could be misunderstood or misinterpreted by whoever reads them. This could be because someone has English as a second language or because of the reader’s age. You should avoid any potentially embarrassing situations by dropping the use of slang from any of your written communications or documents.
Contact Six Degrees Digital Media
We understand how difficult it can be to make your company seem relevant to a younger audience, but there are ways you can come up with excellent marketing copy without using slang. Our staff is ready to have a strategy session with you and help today.
