Most digital advertising isn’t very good. You know, because you block it, click around it, close it, and find any way you can to get rid of it.
Digital advertising is something you’ll generally avoid. Every once in a while something will catch your brain in a way that makes you stop and look. But mostly, no.
Digital marketing has become something entirely different. What creates conversion now isn’t what’s clever. It’s what’s clear.
So, when you write for your website, or for your blog, or for your facebook page, or for whatever, be clear. Don’t cover all your words up with “writing”.
What I mean by that is, the structure of the sentences most people write are stiff, forced, and rigid. There’s a lot of length and formality out there. It doesn’t have to be that way, but people accept it when that’s what they’ve written.
There’s a funny little paradox there. There’s no reason why people would read bad writing, but very few folks seem to worry about producing it.
If you’re going to be doing the web writing yourself, bone up on what that means. Brevity, authenticity, style, tone, structure, consistency- those are all important parts of what you want your digital marketing to do.
The best way to get good copy is to hire a writer. They have the tools and techniques to find out how to say what you want to say.
Most people get stuck right there because they can’t admit that writers are better at writing than they are. So the development and design of a site go out the window, because the conversation is sub-par.
Be willing to let yourself be outdone by someone who’s there to help.
Tags: content, content marketing