These days, we’re a culture obsessed with instant gratification. Unfortunately, copywriters are finding this out the hard way. No one has time to read copy in its entirety anymore. But give them a five-second video sound bite—or, even better, an easy-to-digest, vibrant-looking infographic—and you’re good to go. So, these days, when copywriting one needs to think carefully about the best way to get their point across, as succinctly as possible.
We’ve written before about a few options to get your point across. Here’s an expanded list of channels you can use to make a big bang for your product, without the wordy bloat.
Do you need to inform and persuade simultaneously? If so, a whitepaper is your first port of call. These documents are advanced problem-solving guides on a particular topic, and often include the company’s philosophy and point of view.
Email still has the strongest ROI of any digital marketing channel. Use text sparingly but deliberately, personalizing your emails to make your recipients feel that you understand them and what they want.
Tell how your product addresses a specific problem or need, and show off a bit with client or customer testimonials telling how you rocked their world! A case study gives real-world examples of your product or service. If you haven’t yet, check out our tips on creating a rock-solid case study.
If you have a LOT to say—or, even better, a lot to show in the way of graphics supporting your main points—you might want to opt for an ebook. They can help you position yourself as an industry leader, and display your great knowledge on a particular topic.
Want to show off your knowledge, but don’t have time to put together an ebook? Start by writing a blogpost—or series of posts—that focuses on just one bit of information in your wheelhouse.
Promote your writing on social media. Well-thought-out, quirky but extremely brief social media posts can drive traffic back to your blog or get more downloads of your ebook.
There are other options, depending on what you’re looking for. Digital ads, print posters and brochures, website copy—the possibilities for getting your point across are endless. But choose carefully. Each word has the power to engage your audience, or make them tune out.