Three letters. THREE LETTERS! That sums up 2018’s best copywriting

You see it. You get it. And if you were counting on the Colonel that week, you can’t help but give them a pass for their fowl fail, because they made you laugh. So you’ll go back.

Here’s what we love about 2018’s best copywriting

The headline’s perfect. Lesser writers would’ve tried to punch up the apology. And anything other than “We’re sorry” would’ve seemed disingenuous. It’s a great example of a copywriter getting out of the way.

As for the body copy, it’s probably the best mea culpa we’ve seen. Nothing about the underlying message is positive. And there’s no excuse for what happened. They didn’t try to sweep it under the rug or reinforce the superiority of their eleven herbs and spices.

Managing boo boos with copywriting

Stuff happens. People make mistakes. The stars misalign. And when they do, the message you put out there is key to getting through it. Here are a few tips we’ve picked up over the years:

Own up

Like the KFC folks, don’t make excuses. Instead, admit your mistake and clearly explain what you’re going to do about it.

Don’t blame others

It’s easy to point the finger at a shipping partner or a materials supplier, but ultimately the buck stops with you. And even if it was someone else’s fault, they make mistakes too. And if you want to maintain a healthy relationship with the people who keep you afloat, it’s best not to throw them under the bus.

Be light

A little levity goes a long way in the face of a mistake. Like with KFC, it’s easy to forgive an error when it’s followed up by a smile. And resist the temptation to go all “ha-ha” with it. A simple curl of the lips will do.

But most importantly…be quick

Every minute that passes after a mistake is another minute for your customers to form negative thoughts about you, your brand and your place in their lives moving forward. That’s why, in cases like this, simple wins. Don’t overthink or try to be too clever. “We goofed. We’re sorry. Here’s our solution.” Done.

One final note about 2018’s best copywriting

As writers, we’re inspired by greatness like this KFC campaign. It makes us work harder, think better and strive to achieve more. In whatever profession you’re in, we highly recommend taking a few minutes to find the bar-setting achievements in your world, and thinking about what you can learn from them.