Why copywriting is (still) king 3 March 2009
“Reading is dead. Nobody reads any more!”
The words, spoken in passing at a networking meeting today, were guaranteed to make me sit up. Admittedly, the person who said them is a new media specialist. But I wanted to respond with a few relevant points.
Like the fact that almost any medium works better with a message specially designed for its audience. And that making an impression isn’t just about how something looks, but how it sounds, too. Then there’s the tired copy that nibbles away at a company’s credibility. The sinking ‘the-flyer-looks-great-shame-about-the-content’ feeling. The realisation that perhaps that new brochure have worked better if had been written with a particular kind of customer in mind.
I haven’t even talked about the value of content in social networking media like blogs, Twitter and Facebook. And in a world where the Google search is fast becoming a standard reference point for employers, clients and even potential partners, you always need to watch your words.
Away from ebrochures, websites and blogs, communications of all kinds are strengthened by a more powerful underlying message. The written but unseen word can still encourage a person’s decision to buy into a product or service. It’s why a national windows and doors company asked me to rewrite the script for their new promotional DVD. I shared exactly what was so special about them and their products.
Things may be going multimedia and multifaceted, but people will always need to communicate. So Harry, if you’re reading this, take note! Reading is well and truly alive and kicking. With the right kind of copy.
Written by Camilla Zajac
Camilla Zajac is an award-winning copywriter dedicated to uncovering what’s exciting and unique about organisations and empowering them to communicate that with impact. Learn more about copywriting services from Green Light Copywriting.
