Copywriters shouldn't copy, they should be original

Do you look at advertisements for theatre shows? Here are some questions about the copy.

Is every production really a ‘smash hit’? Perhaps lazy writers could stop reaching for the nearest cliché and actually come up with a description that makes an emotional connection with the reader.

What law says every noun has to be preceded by an adjective? The fact is, if you put a superlative before every noun, the law of diminishing returns kicks in pretty quickly.

And what’s with all those quotes? Your potential audience are not stupid- they know you could have selected the lavish praise out of context- even if you haven’t! In any case, the review was by someone they’ve never heard of in a paper they’ve no respect for, or else they would probably have read it already. Don’t waste the space.

Speaking of which, who cares who designed the lighting, apart from the lighting designer’s mother?

The Big Question: do they actually want you to go see the show?