clear spatial organization of content – short paragraphs, bullet points and headings that summarize the content of individual fragments well. This allows the kuwait telegram phone number list reader to “scan” the text, picking out specifics “here and now”,
adding a few bullet points with information about what the content is about at the very beginning, especially if the text is long (like I did in this post – helpful, right?),
placing a short summary at the end,
short, simple sentences that convey content,
combining content with images/multimedia.
Effective text = effective communication
Now, there will be something that may seem trivial, but which I have the impression that many of us sometimes forget. Text is a message. You write it for people, so that it is understood in accordance with your intention. Revelatory? Not necessarily. However, this is a key truth that is worth having "in the back of your mind" when you sit down to write a text - especially one that is to serve an advertising function.
Content for a company website, product description or sponsored article is not created “for yourself and the muses”. It is also not created solely for SEO purposes. Promotional text is:
convey planned information in the most effective way possible,
make an impression – arouse emotions in the reader,
inspire the recipient and encourage him to take specific action.
The questions therefore arise:
How to address the recipient – formally or “casually”?
Should I stick strictly to the official style of communication, write more "humanly", or maybe it's possible to combine the two somehow?
Everything will be clear in a moment…
Helmet – an evergreen for lovers of garden greenery?!
Some time ago, product descriptions in the Military Property Agency store caused quite a stir online . Their creators decided to go wild. Instead of writing content packed with technical details and serious content, they let their imagination run wild – both in the product descriptions themselves and in social media. The result? A spectacular increase in orders. The day before the publication, sales amounted to only PLN 1,200, four days after – almost PLN 150,000 (sic!) . Does this mean that sometimes it is worth “letting off steam”?
Our team had a discussion on this topic. We came to the conclusion that we would like to have fun every day like the author of the aforementioned descriptions, who, for example, promotes a combat helmet as an original flowerpot. The question is: what do our customers think about it and... is it really always possible to "flow" like that? I will answer right away: not always.
Sample description from the AMW store. Iron classic
Based on this story, one conclusion can be drawn: communication style is of great importance for the effectiveness of the message. So which one to choose? There is no single right path. In this case, it was about breaking cognitive patterns and, above all, “making a splash” around the store itself. Judging by the sales results, it was worth taking such a risk. However, in a sense, this is an exception to the rule – a procedure that probably worked only once. So how should we think about style on a daily basis? One thing is certain: a good copywriter makes a conscious decision – adapts the writing style to the specifics of a given situation .
How to write texts tailored to your audience
Don't lose sight of the goal
As a copywriter, you sometimes have to compromise with yourself. Do you love writing long, flowery sentences? Great! Use them as much as you want when you’re writing a story for a literary portal or a scientific essay. However, if you’re writing a Facebook post or a short description of a company, you need to match your style to the purpose of your communication . Your task is not to move the reader to tears, but to build a positive image of the organization and inform them what it does. So you’re writing for a specific category of readers, for a specific purpose. And the style you use must be tailored to that category.
