This blog focuses on copywriting, a key component to the digital marketing industry.
Digital Marketing is key to business success in 2020, not just for entrepreneurs, but small business owners and non-profits as well. Traditional methods of marketing are becoming outdated, welcoming innovative marketing campaigns to hone-in on your target market. Besides a fancy image and your brand logo, what’s the first thing your customer sees?
Text. Words. Sentences. Paragraphs.
You get it.
Your ads have been placed in front of your potential customers, but what you say in your message will either bring them closer, or further away from that sale.
The reason why?
We are in the digital age.
And that means distraction.
Think about when you check your inbox in the morning. You wake up to several emails (with varying importance) that you have to pay attention to. And I haven’t even mentioned your spam folder yet.
What about the ads in your emails and across websites?
What about the banner ads and pop-ups you get as your trying to find that item on Amazon?
You get it, enough is enough.
But that leads me to the point of this post…
Keep it short and to the point.
No need to ramble and talk into infinity like all the other ads you get stuck looking at everyday when your busy.
If you, as a business owner or entrepreneur want to stand out, you have to cut it down.
Your copy should be clear, concise and compelling.
And this is easier said than done.
So let’s look at this example.
- According to a scholarly article from the Daily Bugle entitled “The numerous problems associated with the rapid spread of the Coronavirus Pandemic” in detail describes how a nutritious and supplemental diet can prevent the internal development of the disease.
First off, it’s very wordy.
This is not to be confused with informative- in fact, the important details are there- but they are written in a bland, bitter, and overly scholarly way that pushes you away message and the sale.
Guess what? This sounds like the rest of the Corona Hype!!
How’s that gonna hold your attention if you’re already busy and don’t wanna be bothered with a sleazy sales pitch?
The above example is not copywriting, it is academic newswriting that sounds like a professor lecturing to you.
It offers limited imagery and no time to digest the central message.
The answer is to cut it down.
So let’s try again.
- Protect yourself from the Coronavirus. It’s here… and you may be worried. But WE have the answers you’re looking for! Backed by innovative research, our lab has created the 14-day meal plan that will CRUSH the bacteria in your gut. Say goodbye to dirty bacteria, and take back your health. Don’t be another statistic.
Attempt number 2 feels different.
That’s because we are not directly selling anything to you- we are forming a relationship based on rapport and emotion.
And offering our treatment solution to you.
And your reaction to the first post was that of a sleazy, condescending, scholarly pitch
The “I just bit into a lemon face.”
The second one is more engaging and conversational, which builds trust and rapport.
I have opened you up to offering my message.
I then present my value proposition to you by offering a solution to get back your health.
What’s a value proposition?
And guess what? You can’t put a price on your health.
And don’t even think about trying it either 🙂 Because no amount of money is worth a life.
Now I understand- both pitches sell a diet plan to kill the bacteria in your gut.
But the difference is the how its worded and how I relate to you as a reader.
Readers are not objects- they are people with emotions that are online because they are looking for soltuions to their busy lives.
People are subconsciously drawn to security and comfort and seek this in their daily lives.
You wake up, get dressed, brush your teeth, and go to your car.
You then drive your car to the job and settle in for the day and go home.
You wake up and do it all over again the next day.
My point is that we are creatures of habit, and our habits stem from our subconscious brains that enable us to survive and perceive danger.
This is why we must talk to people in their language.
Notice how I talk to you and actually use the word YOU?
It establishes rapport and makes you feel like we know each other.
Well, we will get to know each other if you stick around and read all my posts XD
But anyway, you get the message.
Keep your message short and to the point.
This is positioning yourself as a giver, and not a taker.
This convinces people you’re there to add value by solving a problem (in this case a virus) and forming a partnership that you’ll benefit from as well.
Longer sentences don’t necessarily make you seem smarter or more knowledgeable.
In face, they can do the opposite- make you seem sleazy and sneaky.
Besides the whole “trying to seem smarter or fancier” thing, here is a brief list of benefits of short sentences in your copywriting.
- build tension
- easily grab the reader’s attention
- useful in summarizing longer paragraphs
- make your copy “nimble” (able to navigate around ideas quicker, as opposed to dragging on).
- break down information succinctly
- encourage further reading
Overall, shorter sentences increase the readability and effectiveness of your copy.
It’s definitely easier said than done- it takes time and practice on your craft.
That’s how you stand out from the crowd!!
And most of all…
Have fun with it.