Dear Emma/Madison/Hannah/Olivia,

Wow! You found a kitten. That must have been fun and surprising, but also a little sad. Where is that kitty’s mommy? I’ll bet you wondered … and then wondered if you could be the mommy. Could you?!!!! Could you?!!!!!

But, no. Your mom/dad/grandma/nanny is allergic. So, the answer is no. No, Emma/Madison/Hannah/Olivia, the answer is not going to change no matter how many times you ask. Even if you give them that look. They mean it.

So you reluctantly made this sign. And you photocopied it. A lot of times. I know because I live in your neighborhood and keep walking by it.

It makes me sad that this kitty is lost and that you can’t keep it. But you know what makes me sadder, Emma/Madison/Hannah/Olivia? No one in your family had the copywriting wherewithal to help you create effective signage.

First, let’s talk about the image.

The right image does add impact; you’re right on that. And you clearly have some creative talent, but I can’t tell from this picture what kind of cat it is. Does it have stripes or spots? What color are its eyes? Does it have a collar? Is it very furry or is it one of those yucky hairless cats? These would be helpful details.

Now, moving onto the copy.

Emma/Madison/Hannah/Olivia, I’m afraid I’m going to have to come down on you pretty hard here. I appreciate that your message is concise and includes a strong call to action. However, there are some critical pieces of missing information that, as a potential kitten rescuer, I need to make a decision:

• Where was the kitten spotted? Saying “this neighborhood” is too broad for your intended audience. Offering an intersection or even “near Hi-Rise bakery” would be helpful. Being specific = being a responsible copywriter.

• What does this kitten look like? I highly recommend adding descriptive detail to your message. For example, if I don’t know what the kitten looks like, I might wrongly assume every kitten I see is the lost kitten.

• When did you find it? It would be helpful to have a date. That way if my kitten disappeared Saturday, July 3, and matched the description (which should be on the sign), I would know to call you.

In closing, I hope your parents change their minds (did you already suggest they get allergy medication?) or at least let you get a non-allergenic pet to love. You have certainly proved you are a responsible child, even if your copywriting skills leave a bit to be desired.

Sincerely,

Anna Goldsmith

Concerned Huron Village Resident, Copywriter