Have you heard of the ‘Attention Audition?’ A new term describing how modern consumers react to copywriting that accompanies online content and the budding relationship between copywriting and content engagement...
It’s often the words that accompany the visual content we consume (like infographics, podcasts and video clips) that are as important as the content itself.
And in these cases, a simple headline decides whether or not a person will watch an in-feed video ad, Instagram video or the like.
The man who coined the term is Chris Schreiber – Marketing Communications VP for Sharethrough, a Native Advertising Software Company. He believes that the term has lead to a 'rebirth of copywriting.'
Research shows that Chris is right – a fourth of all respondents to a survey said that they have gone on to search for a brand’s website or social media accounts online after reading an in-feed headline.
Short and snackable content
So it’s online copywriting – but not has we know it. Traditional copywriting makes us think of long and detailed paragraphs and blogs geared towards making a sale or informing an audience. While there still is a place for this type of content, short and snackable copy is now also reaching prominence.
It’s no surprise then that Upwork says that both copywriting and content writing are amongst the top twenty most desirable skillsets in Australia.
So it’s definitely important to know how to use copy concisely in your brand’s communications, especially if you have a website or social media pages that you use to communicate with your client base.
So how can you integrate this into your emails and social media posts if you aren’t an expert? It’s easier than you think. Just keep it short and sharp.
Here are five good habits to start practicing in your copywriting:
1. Use 7 Word Sentences
Why seven? It has more to do with the characters than the words. Research has been done into the ideal length of Facebook, Google+ posts and even email subject lines. It was found that the ones that were read, shared and commented on the most had an average of about 40 characters.
2. Use 1 Sentence Paragraphs
You should be able to get your core message across in a single sentence paragraph. In fact, many business experts believe that if you cannot describe your business in one sentence, then you don’t properly understand it yourself!
Steve Jobs once famously introduced the iPod to an audience for the first time by describing it as “a thousand songs in your pocket.”
Do you see what we mean?
3. Keep a Conversational Tone
Conversational copy sells. Why? Because it mimics a voice that most people trust the most when it comes to trying new products and services.
People trust recommendations from friends and family. Communicating conversationally will make them feel part of a conversation, instead of a person being targeted by a company trying to sell something to them. And when we read something written in a conversational way, it makes us feel as though we are directly involved.
Even in the shortest of copy sentences, keywords are still important to use. Keywords in headings are even better. Not only do headings help the reader grasp what your content is about at a glance, but it also helps the search engines that rank websites to notice your website in turn. In today’s ‘attention audition’ era you need to get their attention and get it fast if you want it to go somewhere.
5. Manage your hierarchy of information
When you are trying to promote your brand, it’s easy to get caught up in superlative copy. Which is great! Just remember to dedicate time to getting the main points across.
What is the most important thing you are trying to communicate?
Is it a sale that you are having? Is it a new product you have developed?
Make sure this information comes first.
You could write ad copy worthy of awards but if your customer doesn’t find what they are looking for, then they are out of there and you are out of a sale.
So there you have it.
5 tips to keep your online copywriting short, sweet and effective. Use these tips and tricks to take those short and forgettable headlines and sentences and turn them into highly effective tools for sales and success.
If copywriting feels just all too overwhelming, talk to us. We’re here to help