Copywriting tip – What the hell is a “Eurorealist”*?

During an interview with Radio 4 this morning, Minister without Portfolio Ken Clarke decided to drop a new word into the public conscious – eurorealist*. Despite existing in some limited circles since the middle of the last decade, eurorealist has yet to gain much traction and is certainly not yet in common usage (a quick Google reveals less than 250,000 matches).

A picture of Ken Clarke whose use of the term eurorealist presents a copywriting problem

Ken Clarke is a eurorealist apparently. Whatever one of those is.

The eurorealist example raises an important issue for businesses preparing to employ a professional copywriter. Should your web content be packed with up-to-the-minute wording?

When should you use “new” words in your copywriting?

In some circumstances, particularly when technology is involved, the introduction of new words is essential. There is just no other way to accurately describe a new product of service. But in these instances it is essential that you provide some kind of easy reference for readers to help them understand. This could be in the form of an explanation within the copy, a hyperlink to a glossary page, or some kind of mouse-over tool-tip. The presentation is not as important as making the information available though.

Occasionally it may be desirable to use “new” words to catch the reader’s attention. In doing so you may help cement your reputation as a leader in your sector. Or you may just end up confusing your reader.

When should you avoid “new” words?

The answer to this question is relatively simple – always. The goal of any copywriting project is to get your message across as quickly and easily as possible. If your aim is to reach the widest possible audience, there is even less reason or excuse for using new words which have yet to enter the mainstream vocabulary.

Your best bet is allow Ken Clarke to use new words in the media and allow other people to do the explanations. This may take quite a while – in the meantime you can focus on writing clear web content which does not require translation and is more likely to convert visitors into customers.


Need to secure the copywriting services of someone who is not afraid to avoid buzzwords, piffle and corporate junk speak? Get in touch with Tech Write today!

* “A eurorealist attempts to maintain a realistic but reformist perception of the European Union and European integration as a whole.”