Small Copy; Big Changes

15 December, 2014


“Mortgage troubles?”

“Mortgage in trouble?”

Two very similar questions, but so different at the same time. The first is personal–focus on the actual individual– almost accusatory. The second adds only 1 tiny word and yet the focus is shifted, not so personal, not accusatory, a scenario in which the mortgage itself becomes the subject of the message. I posit that this second — due to its shift in focus — may be the better message to engage someone who is really suffering mortgage problems. Copy changes don’t necessarily need to be sweeping. Small differences can make big impact.



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