Does the Internet change copywriting?
How to apply old copywriting techniques to the Internet world and digital ages?
The rise of the Internet has changed the way we work, communicate, and almost everything in our lives. But how does it impact copywriters? Are old copywriting techniques still applicable in the Internet era? Will the Web evolve its own language and obsolete the old knowledge of copywriting?
The answer is “Yes and no.” Copywriting serves the purpose of advertising and selling in commerce. When the Internet introduced a new medium and channel to consumers, it also revolutionized marketing world. Because of its speed, accessibility, ease, customized, and low cost. The environment, tools, the whole ecosystem has changed. Sending an email campaign is faster, easier, much cheaper, and sometime it may be more powerful than sending a real mail or running a TV ad.
But the point is that the Internet has not changed human nature. People’s buying impulse will not change simply because they are reading your message online instead of offline. As Clause Hopkins wrote in his book Scientific Advertising:
Human nature is perpetual. In most respects, it is the same today as in the time of Caesar. So the principles of psychology are fixed and enduring. You will never need to unlearn what you learn about them.
So the good news is that most of the copywriting techniques and selling principles we’ve learned are still relevant as ever. But there are some changes we can not ignore. They seem minor, but important, and where necessary. They connect the success of your copywriting skills to the virtual world.
Much Shorter Attention
The Internet, computers, smartphones, and other electronic media have caused a reduction in human attention span. Being concise has always been a point in writing generally, but now it is even more important. This doesn’t mean long content are dead or people don’t read anymore. But since readers today are busier (or more impatient), they will appreciate the content that respects their time and efforts. Especially for commercial copy, the conversation should be impressive and pleasant. Knowing the audience’s preference and making it easy for them will help you to win their hearts over. So delete needless words and keep your copy as clean and concise as possible.
Information Overload
Due to the Internet, we are bombarded by more message and information than at any time in human history. As John Naisbitt has stated, “We are drowning in information and starving for knowledge.” That means people are more used to ignore random noises, or people care less about who is knocking the door. One good example is unknown calls. Telemarketing used to be a big deal in lead generation, but since there are more spam and commercial calls. We develop new technology to block spam calls or simply ignore the unknown number. Because they don’t want to waste attention and time. So, to break through the screening process, you must make your copy relevant to your customers. Try to find the emotional connection to their desire, excitement, and fear. Also, the tone is important, choose authentic words like their caring friends instead of soulless robots.
Consumers Are Smarter
With the Internet, people can access almost all kinds of information easily. As a digital copywriter, you are now talking to consumers who are more savvy, knowledgable, and sensitive to hypes or commercial tricks. They are also more skeptical and prefer educational advertising material, that can respect their intelligence and conveys useful information in solving their problems. Thus, spice up your copy with some insights and in-depth findings, making sure what key points your readers can take away with and feel rewarded. Especially for B2B content, your audience may have a certain level of expertise of your topic. Don’t bluff or tease them, instead, try to make some contribution in their business, and find the acknowledgment, and build the trust on them.
