Hard as it may be for us to admit this, not everyone reads copy.
Sure, they may skim it. They might even share it. And if we’ve done a really good job, they’ll act on it.
But read it word-for-word?
At the end of the day, copy is marketing. And as anybody who works in marketing knows, we’re all bored to death with marketing…
We’ve had it up to here with being told where to go, what to buy, and who to follow.
So, why not write your own?
Why pay someone good marketing budget to write something that only a few people will read?
The answer lies in knowing what people are doing when they’re not reading.
We scan the pages we see online – looking for the most salient or interesting paragraphs.
- We like bullet points that sum things up
- And lists that are easy to remember
- Anything that helps us to digest information
We’re drawn to bold subheadings that jump off the page.
There are countless tricks of the trade that encourage people to engage with the words they see online.
But formatting is not exactly rocket science.
A good copywriter will take these tricks and maximise their impact. Take that deliberately confusing headline at the top of the page.
We could have written ‘Concise copywriting more important than ever in digital age,’ but if we had, the small percentage of you who are still reading would be even smaller.
And what about those bullet points in paragraph 9? We could have used them to share a list of relevant statistics like this:
- The average time allocated to reading an email newsletter after opening is 51 seconds
- Only 10-20% of readers make it to the bottom of posts
- 55% of all page views get less than 15 seconds of attention
These statistics are all real, but we knew you’d be more interested in them once we’d captured your attention.
We also thought you’d be more likely to start writing your own copy (something we’d rather do for you) if we made it look as easy as listing a few stats we found online.
Effective copywriting isn’t about making people read. It’s about making people act.
It’s turning words on a page into clicks, sales, conversions, leads and profits. It’s knowing that people aren’t going to read what you’re writing, but finding a way to tell them anyway.
If you can do that, in the tiny fraction of time that people will devote to your copy, while staying true to your brand’s tone of voice and juggling the umpteen other things you have to do, then yes, you probably should be writing your own copy.
If not, why not give us a call and let us do it for you?