A key principle we follow when developing copy for projects is ensuring that what we write is brief, succinct and to the point.
In the digital age of SMS, email and video, we face short attention spans and an overwhelming number of messages competing for the same limited space. In a world that runs on “instant”, this also applies to communication where readers want to get a message quickly, consume it, respond (or not) and move on.
For most target markets, readers are described as “time poor”, so the messaging has to consume as little of their time as possible or risk being ignored. It has to be precise, concise and use only as many words as are needed to generate the required response.
Here are some of the guidelines we work by to make sure that our written content hits the mark.
Know who you’re talking to. And what you want to say
The target audience has to be clear to the writer. We often think in terms of personas so we understand exactly who it is that we’re talking to. Sometimes it helps to imagine that you’re simply sitting across the room from your audience, and then asking yourself, “What am I really trying to say?”. Get this right, and the rest just flows.
Keep it simple
Where once long sentences and big words were hallmarks of a well-educated writer, today there is the need for simplicity. Keeping it simple is an art form. The simpler the better is a useful rule of thumb, and short words, short sentences and short paragraphs work far better than their opposites. And writing in plain, simple English is a must.
Be relaxed and informal
In the same way as business dress has become more relaxed, so has the tone and style of business communication. A relaxed, less formal style is becoming the norm, and if a message comes across as stiff, stuffy, or formal, it is quickly disregarded as being inappropriate and out of touch. The message then gets missed for reasons of style.
Have an engaging headline
Many readers are so busy that they scan material rather than reading every word. One thing is sure – if you don’t have an engaging headline, you run the risk of being skipped entirely. So the first goal is to grab the readers’ attention with the headline, and then hold it through an effective message.
Use graphics where appropriate
The use of graphics in the form of icons or other symbols can help in several ways. Firstly, a symbol can effectively replace a number of words. Secondly they add interest and creativity. Thirdly, the visual effect adds to the readability of the piece, especially when colour, call out boxes or other devices are used to help break up the text.
Rework. Tighten. Simplify. Repeat.
Even a very short message can take a long time to write. A fair chunk of time gets devoted to a constant process of editing, tightening and honing, all aimed at getting rid of unnecessary verbiage and “fat”. This involves endlessly challenging and reworking what has been written, to ensure that the final message is crisp, clear and to the point.
Get a response
Virtually all of our communication has the end goal of triggering a response on the part of the reader. Much of this can be measured in terms of open rates, click through rates or response rates. This is where the rubber hits the road, as response is what our clients are paying us for. We keep this front of mind in all we write and are conscious that this drives the client’s return on their marketing investment.
In closing…
I’d like to write more, but that would be breaking the rules! So if you’d like to find out more or experience the power of a well-crafted message that generates response, get in touch and we’ll show you what we can do.
