I’m writing this post for YOU.
We’ve probably never met. But I try to picture you in my mind as I sit at my computer, pecking away at the keyboard.
I might even imagine you here in my home, sitting across from me at the kitchen table.
I’m writing to you as if you’re the only person in the world on my mind right now.
This means I’ll always talk about you in the singular.
One-on-one. You and me.
I think you notice and appreciate it… the fact that I’m writing this just for you.
Shut up and listen to that radio ad.
Shut up and watch that TV commercial.
Shut up and read that magazine ad or direct mail promotion.
This is the nature of traditional advertising. It’s one-way. You’re broadcasting a sales message to an audience that can’t talk back, or write back.
No wonder advertising is such a hit or miss affair.
No wonder response rates are so low.
Think about it… Nobody likes being told to shut up and listen.
When I sing the praises of short-form copy, I often get pushback.
Particularly from some of my fellow copywriters.
I’m told that short copy isn’t up to the job.
For the tough jobs… the heavy lifting… only long copy works.
I’m not so sure.
I think short copy can also get the job done.
In fact, I think some of the most powerful copy is really, really, short.
We’re all guilty of rushing when writing web content.
Well, I am. And I’m pretty sure I’m not alone!
A 500-word blog post? Maybe I can get that done before my meeting at 11:00. Or I’ll squeeze it in before finishing up at the end of the day.
It’s weird, because we rarely think the same about writing a more “important” page, like a sales page.
But… your content pages ARE important.
Over the years I’ve written a lot about writing headlines.
I even teach a course on the subject.
But of all the tips I share, I have three favorites.
In fact, these are the tips – or filters – I use myself when trying to improve my own headlines.
Let’s get started…
Edelman is a communications agency, well known for what it calls its “trust barometer”.
They track the public’s levels of trust when it comes to business, the media, institutions and government.
As you can imagine, the results over the last few years don’t paint a pretty picture. Trust levels overall are down.
Even while people are looking to inform themselves with the latest news, Edelman reports that 73 percent are worried about fake news being used as a weapon.
And we need look no further than companies like VW and Facebook to understand why our trust in companies and large corporations is being eroded.
So… what is one to do?