![]() Though points one and two suggest an almost ascetic approach to copywriting, you don’t have to forfeit fun altogether. To quote a recent Neilsen Norman Group research article : “Users won’t read web content unless the text is clear, the words and sentences are simple, and the information is easy to understand.” In other words, simple wins. Given these two bits of information–that users engage in cost-benefit analyses while reading, and that their “time spent on page” is brief–it makes sense that copy should be clean and easy to scan. ![]() Former Chartbeat CEO Tony Haile wrote in a 2014 article that 55% of web users spend less than 15 seconds on a web page. The result of these cost-benefit analyses is a collectively short attention span. While reading, they are asking themselves two questions: 1) How much hassle is involved in reading this? 2) Do I get what I need by reading this? When consumers read anything, from targeted emails to print ads, they are engaged in a cost-benefit analysis. To summarize, get the facts of your product on the page before you start crafting your product’s message. It must, therefore, clearly state what your product does, provide proof of what your product does, and avoid exaggerating what your product does with dramatic hyperbole. Though most consumers will not spend hours researching your product’s supply chain, they will notice if your product doesn’t deliver on the claims made in its copy. Translation: If a product had no added value over its competitors, masking this with a clever turn of phrase wouldn’t cut it.įast forward eight years and imagine how savvy consumers are today. He wrote that consumers wanted visible and easy-to-understand proof of eco-friendly claims in product copy and on packaging. In a 2010 Huffington Post article outlining how to correctly promote green packaged goods, ad man Mark Stoiber claimed that customers didn’t trust ads anymore. Now that the clear versus clever framework exists, here’s an explanation of the “both are important” hierarchy.
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