Why your businesses website is not a brochure
Each marketing and advertising medium is unique. So think different when you are going to write for them.
Each marketing medium is unique
A businesses website is not a printed brochure, there is a great temptation for businesses to think that their ‘tone of voice’ (in their offline printed copy) and on their website should be the same, it should not!
The thing is that we so have many different media platforms, or simply; Newspapers, TV, Web Pages, Social Media pages, Mobile pages, Direct Mail, SMS messages, Radio, Printed Directories, Flyers, Junk Mail… many many different ways to read and interact with your message and marketing communications via these mediums.
All of these marketing and advertising mediums have their own penchants or rules for how you write the copy and design the layouts.
They are all unique ways to send a message to your customers and prospects.
So how you use them, what you write and present is very different, depending on the marketing and advertising medium.
How does the medium work, what are my objectives?
When you write and design an ad for a Newspaper or in Print the approach is very different to what you are looking to achieve versus say, a web page.
In Print you know that the ad will be ‘one-shot’ in that it will only appear for as many times as you have paid to have it printed in the Magazine or Newspaper.
You would consider things like this in a Print ad;
1. Is the ad in the front 1/2 or back 1/2 of the Magazine/Paper
2. What is the size of the Ad
3. What articles/section will the ad be in?
4. Is the ad above the fold?
5. What is the marketing objective? Brand awareness Call to Action (in-store offer, sale, visit a website)
a. Inform ~ changes at the business, new brands etc.
b. Audience ~ who will read the ad
c. How much room have you got, 500 characters or less?
6. Then you would look at the branding, colour, images, design, font
7. Create the final ad and send it off to print
So the print process is one sense is very focused on a narrow linear path of production.
Fundamentally after all the changes with, copy, design, layout and placement in the magazine it will be ‘static’ and no further changes will be made, because they cannot be made after it is printed.
Let’s compare the Print ad to a web page.
OK, we have a long list of considerations when writing the Print ad and of course we can do the same for a page on the web.
With a web page you will consider factors like this;
2. Purpose of the article, content
3. Writing informative and concise articles
4. simple page structure, lots of headings to guide the reader
5. Keywords and Key Phrases
6. Sharing options, social media links like; Twitter, LinkedIn, Readit, Digg, email it etc.
6. Links to external sites that are relevant
So we have a fairly reasonable list of factors which are key to writing effective copy on a web page which is ‘dynamic’ in that you can edit, re-publish the text at anytime on-demand.
Also, the web page can ‘link’ to other sites wheres as Print media can not.
The web page allows for social interactions, the article can be shared and if it is a blog people can posts comments and add to the conversation.
Importantly, when you start writing for the web you always think audience first. You do this for print ad’s but is is more broad in that it has mass market reach, whereas the web page has ‘one-to-one’ capability with ‘rich media’ that allows for a customised and unique dialogue.
Even more important, with a web page you can craft your use of keywords like, “Marketing, Marketing Consultant etc.” which drive relevant traffic to your site. You can manage and improve page performance with on-going Search Engine Optimisation (SEO). A great tool we use is called WooRank. WooRank is FREE and well worth a try… but we digress.
So, now we have a discussion about these two different and unique communications channels the Newspaper Ad and the Web page.
Clearly both serve a clear and unique purpose but the key points are that they are different. So then your copy should be unique for each medium as well.
And as Apple says “Think Different” this is a great reminder when you are about to publish copy on your website and blog.
Think different, to be effective in both online and offline media.
Happy Marketing! team Integrati Marketing.