The label ‘one size fits all’ was definitely not made for content. Writing for the web, a mobile interface, a sign, or a brochure require very different approaches.
These days, people are hit with over 5,000 marketing messages a day. So how do you get cut through and make sure it’s your profile or property advertisement that gets noticed?
One way to do this is to ensure that your written content is fit for the media it’s in. For example, just how many words can people take in at a glance for a poster or sign? You may be surprised to find it’s only eight, so that’s your challenge. Less is always more.
Here’s a quick guide to what works best on each media:
Print advertising e.g. Property Press, newspaper advertising
Pictures tell a lot of the story here, so the job of your written content is to complement and enhance the photos and messages need to be clear and concise.
· Use short, punchy statements
· Use bullets wherever possible to break up the text
· Use imagery to show your point of difference
· Focus on making key words, benefits and calls to action stand out.
Internet marketing e.g. property listings, personal profiles
Writing for the web is a specific skill as you need to be aware of what’s called Search Engine Optimisation. That’s essentially ensuring that when people search for your web page or advertisement on the internet, they can find you. That means that your products and services or the keywords that you want to appear for on the search engine need to be imbedded and displayed in all the correct places on the page. Knowing which words and search terms people use when searching for products like yours on the web is a strong tool in your arsenal.
Apart from this, there are some tricks to make your web pages accessible and easy to read.
· If you’re starting from existing print copy, slash it. Some sources suggest reducing the text by as much as 50 percent.
· People’s attention span is on the decline, so place your most important message at the top of the page and place action words at the beginning of sentences where possible
· Again, bullet point lists do a great job of breaking up text. If these aren’t appropriate break up the text with headings
· Make sure readers know exactly what to do next by making contact details or web links highly visible.
Around 50 percent of emails these days are opened on smartphones. And recipients are quick to action the swipe button if they don’t find your content relevant and engaging.
Always design your email newsletters with mobile first in mind – and that includes the calls to action and the number of words.
An engaging subject line is the most important asset in your email campaign as if it doesn’t entice the reader to open the email, what’s the point in you sending it? Create urgency or a real need in the viewer for why they want to read your content.
As with most things, getting it ‘write’ for each channel takes practice, but you’ll soon start to see the results.