http://www.johnryanblog.com MUSINGS ON MARKETING & MESSAGING IN THE BRANCH Fri, 30 Oct 2009 15:39:04 +0000 http://wordpress.org/?v=2.8.4 en hourly 1 http://www.johnryanblog.com/2008/11/ten-tips-to-make-copy-work-for-digital/ http://www.johnryanblog.com/2008/11/ten-tips-to-make-copy-work-for-digital/#comments Thu, 20 Nov 2008 18:59:34 +0000 dball http://www.johnryanblog.com/?p=111

This is a glance-medium – headline phrases work better than full sentences.

Screen space is at a premium – use language economically with fewer, shorter words.

Use the active voice to grab attention. Verbs and nouns generate momentum and pack a bigger punch than adjectives or adverbs.

Consider using a single word as an eye grabber.

Put the customer at the heart of the message. If viewers believe you are speaking directly to them, you gain their interest. Consider using the word ‘you’.

Use strong verbs, they are action-oriented and have the power to motivate and persuade.

Don’t bury your message in big blocks of text. Deliver one, focused message per screen.

When describing complex products, break down the features to highlight a single benefit.

Ask the viewer to take an action – tell your audience what you want them to do, how and when to do it.

You will often need less small print than for leaflets or brochures. Work closely with your legal & compliance team to define what’s necessary.

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