This article, by RP Copywriting's Darcy Lefebvre, is featured on SmallBusinessBC.ca. Everyone wants to generate more buzz, earn more traffic and generate more leads online. The secret to doing just that can be summed up in just two words: great…
Ryan Parton, RP Copywriting
According to a recent study, our attention spans have dropped from 12 seconds to just eight over the last 15 years. Goldfish, by comparison, are believed to have an attention span of nine seconds.
That’s right – your digital lifestyle has left you less focused than a goldfish.
So what’s a copywriter to do? Given that most people take the time to read only the first 30 to 40 words on a page, you need to work smarter to grab your reader’s attention and sustain it. (He says, grudgingly acknowledging that most of you have already stopped reading this.)
Let’s not panic – writing killer copy that gets noticed is totally doable. You just need to remember the Three E’s of Copywriting and four other little letters: AIDA.
A copywriting legend of yore – was it Ogilvy or was it Caples? – once said he could write a thousand word ad and virtually guarantee you’d read every word. How? By writing on the topic “All About (insert your name here).”
If the topic of your own promotional writing is something that everyone finds just as irresistible, then you need no help engaging readers. But if you’re like the rest of us, here are four tips to start you in the right direction:
Show some levity – no one likes reading content that’s dry, monotonous or written with all the joviality of a corrections officer whose daughter you just brought home three hours late from prom. Tossing in some light humour can convey personality and humanize your writing. And as it turns out, humans like doing business with other humans.
Darcy Lefebvre, Marketing & Communications Consultant, RP Copywriting
Most business owners understand the importance of business networking – many are even members of our local chamber of commerce and other small business networking groups.
There’s no doubt going to business mixers and other networking functions can be a great way to make new connections with other business people and potential referral partners. But after you meet them – what happens then?
It’s all about the follow up!