Is your content over capacity? Wednesday February 20, 2013

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Focused copywriting can do very good things for a business. It can power up your marketing approach – from reaching the right people at the right time to explaining exactly why customers should choose your service.

Yet a big trap still continues to draw people in when it comes to their copywriting perspective.

So what exactly is this hazard and why does it matter? I’m talking about the urge to pack too many messages into content.

Not sure what I mean? Here are three signs of a copywriting approach which is over capacity:

1. Too many ‘selling’ messages
Aim to focus your content around your core sales message, depending on the purpose of your content. For example, your approach will differ if your content is for your website home page or a short exhibition flyer.

2. Too much ground covered in one small amount of content
It’s easy to spot this. You’ll notice that the content contains a great deal of information in a relatively small space. Step back and look at who you’re trying to reach and exactly what you’re offering them.

3. Going in different directions
A clear copywriting approach begins and ends with a clear route from the main message to the next step that your reader needs to take, whether that’s to sign up for your newsletter or look at your product range.

Seen the signs?
Do any of the warning signs above sound familiar? The old adage is true –
less really is more. Not just in the words you use, but the messages you choose…Time is short and attention spans are overloaded already. For content that is more likely to be noticed than overlooked, try out some of the tips above to clarify your copywriting strategy.

Camilla Zajac, Green Light Copywriting, Nottingham, February 2013

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