On the web, writers often have very little time and space to get a message across to a visitor, and entice them to take action. This is especially true of banner and search adverts, but is also important across all digital marketing disciplines. Probably the most important short copy anywhere is the Call to Action.
Call to Action
Users scan web pages and look for clues on what to do. Tell them. A Call to Action is a short, descriptive instruction that explicitly tells a reader what to do (for example, ‘Click here’ or ‘Buy this now’). Any time there is an action you want a reader to take, a Call to Action should instruct them on what to do. This means using active verbs when you write, and crafting hyperlinks to be clear instructions that resonate with your visitors at each step in the conversion process.
Banner advertising involves clear Calls to Action, and they can also be used in social media posts, search adverts, content marketing and more. Call to Action copy is not limited to short copy: email newsletters and promotions should also make use of Calls to Action, and we even see them all over web pages.
A good Call to Action resonates with the action the visitor needs to take, as opposed to the technical function that is performed. For example, if a user has entered an email address to sign up to your email newsletter, the action button should say ‘Sign up’ and not ‘Submit’.
Also consider what actions mean offline. For an email newsletter, ‘Sign up’ can have very different connotations from ‘Subscribe’. Furthermore, ‘Subscribe’ is very different from ‘Subscribe for free’. Whereas subscriptions have connotations of costs, ‘Sign up’ does not carry the same burden. However, ‘Subscribe for free’ could imply greater value – something that would normally carry a cost is available to you for free.
Titles and subject lines
Titles and subject lines often form part of a body of long copy. However, they are important enough to be discussed as stand-alone short copy. Titles and subject lines are there for a very important reason: they tell a reader whether or not they should read further. They are the gateway to your content.
Consider the following titles:
• Guide to online copywriting
• Ten steps to online copywriting that sells
The second title conveys more information and excitement to the reader, which helps the reader to make a decision to read further.
Subject lines are like headlines for emails, and can make the difference between an email being deleted instantly and being opened and read. As with a headline, which should be carefully crafted like the headline of a newspaper, use the subject line to make it clear what the email is about. For example, if there is a promotion in the email, consider putting it in the subject line as well.
Search adverts
Search adverts have very limited space and time to get a message across, as well as plenty of competition for a reader’s attention. These four lines of copy need to work hard to ensure a top return on investment.
Search adverts typically follow the same basic structure and have strict character limits for each line:
Heading (max. 25 characters)
Two lines of advert copy, (max. 35 characters)
Which can be displayed on one line. (max. 35 characters)
www.DisplayURL.com (max. 35 characters)
With a limited character count, it can seem daunting to communicate information that entices the right people to click through, and differentiates you from your competition. Testing variations of copy is the best way to determine what works best for your campaign. While copywriters are not generally responsible for writing paid search ads, they are often brand custodians and should review all copy representing a brand.
Social copy
Social media allows brands to have conversations with their customers and fans. This gives consumers a powerful voice and the ability to tell brands what they want. There are a few considerations to keep in mind when creating content for social media:
• Research is vital. Understand what type of content community members want. Meaningful and relevant content is more likely to be shared.
• Remember that it’s a conversation.Your content must be personable and appealing. Use personality and convey the humanity of your brand in order to generate conversation and encourage comments.
• Write shareable content. Offer value and be insightful. Ultimately you should aim to create an overall perception that your brand is the thought leader in its industry. Shareable content is credible content.
• Avoid overly promotional content. Community members are likely to see right through a sales pitch.
• Have a solid communication protocol. These can be internal guidelines for organisations to follow on how they use and communicate on social media platforms.
