Marketing
The Boys CS • July 5, 2024
Much has been said about the difference between traditional (print, TV, radio) and digital media (websites, social media, email marketing) and how you’re supposed to write for them. That you’re supposed to use different techniques for writing online content and copy because when people are online, they skim and scan and scroll by when they don’t find what they need.
But a lot of techniques and principles used in traditional media are also applicable and useful for digital copy. That’s what I realised when I took an advertising copywriting course that’s primarily designed for print campaigns. And a good thing too, since my first thought upon starting the course was “oops, this is not what I need.”
So now, let’s explore the ways we can use these traditional media techniques in communicating with your clients.
They may be different but both traditional and digital techniques share the same core purpose: to persuade the audience to take a specific action. Whether it’s clicking a link, signing up for a newsletter, or making a purchase, the goal remains the same. By understanding and leveraging the strengths of each medium, we can craft compelling messages that resonate across all platforms.
When you’ve got a great product or solution, it’s understandable that you want to list it all in your product page or PDF offer. After all, it sounds impressive, right? But that’s your ego talking – and not what your customers need. What they need to know is what’s in it for them. Which of the two statements below will convince you that you need this new app in your life?
The first is very matter-of-fact. But so what if your app has a user-friendly interface? By leading with the benefit, the second option answers this question.
No matter how much you want for your product to be one-of-a-kind, your competitors are likely also offering the same services and advantages. But what we can do is apply traditional media’s 3-step framework in writing about your product so that it stands out.
You know how in magazines there are often ads with very little text but the image completes the message? The same can be done for your digital assets for more impact. Even better, you don’t have to spend as much money on a print ad or a TV commercial to get the same reach with all the different platforms available online. We just need to align our carefully crafted message with a matching visual. Take a look at the following examples:
The principles of traditional copywriting are not confined to the realms of print, TV, and radio. They can and should be adapted to fit the digital age, enhancing the way we communicate on websites, landing pages, and social media. By focusing on benefits, crafting compelling propositions, and aligning visuals with verbal elements, we can create digital content that not only captures attention but also drives action. Embracing these techniques will ensure that your copy stands out in the digital landscape, resonating with audiences and achieving your marketing goals.
Of course, crafting an effective message for digital content and copy also takes time and a lot of thinking even before you start writing. If you don’t have the time or resources to write and design as you grow your business, we can assist. Get in touch with us today to elevate your digital content and make your brand’s voice heard.
We’re a full-service digital creative agency made by people for people.