COPYWRITING BEST PRACTICES TO FOLLOW IN 2017
It’s time to go over some of the copywriting best practices to follow in 2017. The landscape of marketing is in a constant state of change. It’s an exciting field, but one that requires a close watch on the latest industry trends. That’s why we thought it would be important to discuss how the backbone of your marketing, the copy, can be kept relevant in the coming years. Here are the ways our agency helps our clients keep current with the copywriting demands of this new age of marketing.
DELIVERING THE MESSAGE
In the old days of advertising, advertisers had a captive audience. Television and radio were limited to a handful of stations. Audiences could sit through a two-minute pitch on the benefits of a popular detergent or the whitening power of the nation’s most trusted toothpaste. The message was clear but the delivery was… exhausting.
Nowadays, copy can’t be a laundry list of ingredients or features. People want to know how the product will change their lives. Will it make them desirable? Will it elevate their lifestyle? These are the questions your copy will need to answer.
ENGAGING YOUR READER WITH STORYTELLING
We’ve written before about the power of storytelling. It’s one of the most effective ways of grabbing the imagination and attention spans of modern viewers. But your copy doesn’t need to be a novel to tell a good story. So much can be told in a single picture. There’s even an entire genre of short fiction written in a single sentence.
Read this ancient Japanese poem below and see if you agree.
“Having no destination,
I am never lost.”
A powerful message said in two short lines of text. This kind of poem is known as a Zen Koan, and it might be helpful to read up on a few yourself in developing engaging yet impactful copy.
USING NEW MEDIUMS
Not all copy needs to end up on a page. More and more businesses are relying on videos to deliver their message. On platforms like Facebook, viewers are more likely to engage with an enticing video than read an entire blog entry. And while a video can be nothing but visuals, more than likely it’s going to need a script. That’s where good copy steps in.
Experiment with eye-grabbing visuals and clear, concise copy that can appear as text below the video or as a voiceover. With the right headline, even a steady shot on someone speaking directly to the camera can capture a viewer’s attention. Just remember: first come up with an enticing concept. Then, embed your message carefully and seamlessly.
I wouldn’t want to end this section without also emphasizing the power of infographics. Some blogs I’ve read are made up entirely of infographics. If they are visually appealing they can be helpful to readers just looking to scan an article for useful information. Use images to deliver your message.
WRITING FOR MOBILE
In 2017, most users will be reading your content on their phones. Whether it’s through Facebook, YouTube or Instagram, we must adjust our copy accordingly. This means shorter, concise sentences. Studies show that mobile users’ eyes gravitate towards images before anything else.
Another thing to think about in regards to where readers’ eyes land on a page is the F-pattern. According to a Nielson study, the data shows that people view mobile pages in an F-shaped pattern. For English readers, the eyes gravitate from left to right beginning at the top and middle of the page and diminish as they scroll down.
This means that for Mobile your copy will be viewed primarily at the top left and middle of your page. Conversely, in cultures where readers read from right to left, the F-pattern is inverted. This is good to keep in mind when optimizing your content for mobile.
TO GIVE A QUICK RECAP:
Deliver your message quickly and concisely. Use compelling storytelling to engage your readers’ hearts and minds. Utilize new mediums to get your message across, especially visual ones, and
keep your paragraphs short and concise when optimizing your copy for mobile. Following these copywriting best practices in 2017 will help you connect with your audience effectively.