To know that helps your communications communicate as intended.
Does your email inbox contain a lot of invitations to the latest and greatest webinars? Did you attend one from the comfort of your office and quickly realize that they are not for people with short attention spans?
Maybe Starbucks or Green Mountain could develop a special blend of coffee and name it “Wired” or “Achtung Honey” to keep us awake for these webinars.
The point, besides poking fun at presenters who read from their slides, is that multi-channel or cross media communication requires varied copywriting skills.
For example, a few years ago web site copy was somewhat submissive. We all hoped that a visitor would click on a banner ad for additional information or even order a product posted for sale. Eventually, “hope” was replaced by more effective web copywriting.
Go back to your crowded email inbox and count, including the spam, how many companies are competing to make a sale. Today, if copy doesn’t engage a visitor within a few seconds, they are gone, off to the next site or to Tweet an urgent message about their new shoes.
Your email copywriting must be relevant and personalized because readers can opt out of your email list at any time. Your social media must follow their guidelines but the copy message must be relevant. The copywriting must build on that special level of trust you have gained. But beware; you can lose that trust in a split second.
Look at direct mail. Direct mail is one of the best channels to be creative, to tell a compelling story, to wow the reader with design, to arouse curiosity, and even to use a lumpy, multi-dimensional piece that will certainly get the reader’s attention. Here are other relevant points when using direct mail.
- Our five senses allow us to smell, hear, taste, see, and touch. Marketing courses recommend using as many of the senses as possible when communicating with your market.
- A direct mail package can engage more senses than most other channels, which enables direct mail to do a more effective job of selling your products or services.
- Direct mail can get the reader’s attention, say what the product or service is, explain its features and benefits, and even show what it looks like. And you can even send along a sample to demonstrate the product.
- The copy has to answer the readers’ questions, respond to their objections, and maybe even provide a form to take their credit card information while explaining the terms and conditions.
Now ask yourself, what can I take away from direct mail copy methods that I can bring to other communication channels, traditional and social?
Copywriting is a creative art. Developing and designing communications and promotions is an art in itself.
Listening to your customers and learning what they want takes the art form to the next level. Give me a call… I’d love to share my expertise with you.
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