5 Reasons for Copywriting

Picture, video and now audio ... they seem to provide the answer to the big question of 'How do we capture people's attention and take them on a journey?'. But there is still a place for words in the art of communication, the psychology of persuasion, and ubiquitous selling.

... the self-educated customer ...

Whether we like it or not, the world has radically changed with the perfect storm of connectivity, content and community. This has led to the self-educated customer who has numerous touch points with an organisation and therefore the traditional ways of marketing and selling have been overturned.

... attention focused AIDA ...

We know the importance of the customer journey and that 'Attention' is the first part of the AIDA advertising model. We know 'Interest', 'Desire' and 'Action' is the normal train of events but it would appear the variety of touch points can create a web of confusion. In my opinion, the self-educated customer has developed a cynicism of selling and a resulting focus by some marketeers on the 'Attention' element with the remaining elements of AIDA either compressed or paid lip service.

... a better shovel ...

In a world where FOMO (fear of missing out) has permeated successive generations, people understand time is the one finite and this is the new battleground where hearts and minds will be won or lost. Like the California Gold Rush of 1848, organisations are not thinking about the planning and hard work to hit gold but are focusing on a better shovel. There is no doubt that video captures the attention and hashtags & SEO helps searching but the number of organisations providing these services is fuelling a self-fulfilling prophecy of decreasing attention span and ever inventive ways to attract and distract the self-educated customer.

... the latest new thing ...

All of this is not new. From traditional storytelling to CGI special effects, people have always communicated with the latest new thing. Images have always grabbed the attention. From the wonder of the prehistoric cave paintings, the enigmatic smile of the Mona Lisa and the silent anguish of The Scream, the visual has a natural appeal. Radio had its day, films and now video, with audio and the podcast on the rise.

... fire with fire ...

Copywriters need to stand up and be counted. Then they need to sit down and plan their AIDA strategy. They need to accept and use the complementary nature of words, pictures, video and sound. They need to combine the art of creativity and the science of innovation. They need to promote themselves to their audience from consumer, influencer and commissioner. Just as there is only one type of story but many stories, so must copywriters use their writing skills to be involved in the numerous touch points of customers.

... show the difference ...

Copywriters have a low entry barrier to market compared to photographers, videographers and other creative types. There may be similarities regarding dumbing down of quality because of the ease and availability of alternatives but market changes require an evolution in any business strategy of quality, targeting and differentiation to competitors.

By its very name copywriting causes confusion because people are not sure whether we are selling in print, providing content or authors. Of course we do all of these things and more. How can we expect people to understand the value we provide when we do not always demonstrate how we are integral to the communication mix.

And copywriters get confused with copyright but on the positive, that's part of the deal. For whatever historical reason copywriters usually sell their copyright as part of their business process. So compared to other creatives including photographers, authors and coders, we provide a cost effective and reusable product rather than one that is licenced or restricted in some way.

... that dystopian novel ...

In 1984 the book Guerilla Marketing by Jay Conrad Levinson introduced the approach of surprise and/or unconventional techniques to promote a product or service. This creates a greater impression and 'buzz' with customers, and today ranges from word-of-mouth to social media. By a quirk of fate George Orwell's Nineteen eighty-four introduced the concept of constant surveillance through 'telescreen' devices and some might say the smartphone has realised that dystopian novel.

... reasons to be cheerful ...

1) Sound is hard coded into humans ...

Ask any parent about the journey from baby to adult and they will tell you a series of personal moments, incidents and stories to which we can relate. From the initial 'goo goo, gaa gaa' the lack of a common language is overcome with the pleasing sound of meaningless words. Even before birth the baby is aware of sound from within the womb and after birth the senses of smell and sight take some time to develop. This is why audio is set to become the new video and audio means more words than in video.

2) Branding is heritage Storytelling

The time and investment in a successful brand is what allows it to be visually memorable and appealing. Branding doesn't just happen but requires a strategy, storytelling and words.

3) Storytelling requires words

Storytelling came before writing. It is likely it was oral with gestures and expressions. It provides a way to pass on information or ideas in a memorable way for both parties. It allows this to be done in a consistent way. It means this can be done over a period of time. From rock face to books, websites and social media, writing will continue to evolve. The rise of content to inform the self-educated customer will continue. One question is how will copywriting, content writing and storytelling as skills be understood and recognised by those outside of the sector. Even video and audio require story boarding and a script of one sort or another.

4) Words are evergreen and cost effective

There is no doubt that pictures, video and moving images in all it forms are powerful and attention grabbing. Equally they require a level of expertise and resource which can be technology dependent, as can be seen in different formats and hardware device compatibility. The different types of copyright have already been mentioned.

5) Words provide subtlety and nuance

From 'Once upon a time ...' to 'In the days of old ...' or 'Quite a while back ...' even a few words can change the expectation for the reader.

"For sale: baby shoes, never worn" – attributed to Ernest Hemingway. This is the classic example of abbreviated story telling (flash fiction) where 6 words provides a multitude of emotions and possibilities

"You can tune a guitar, but you can't tuna fish. Unless, of course, you play bass" - Douglas Adams

Cheerful, content, elated, euphoric, felicitous, glad, happy, joyful or joyous – take your pick

Whatever you think of the above, there is no doubt that copywriters have the ability to write words, create word pictures and visualise memories that reach out to the heart. From the pithy one liner, the 6 word flash fiction or the concise message, 'you are the master (mistress) of your own destiny' (Napoleon Hill).

So do you believe in the self-educated customer and what do you need to change to promote copywriting?

You can read more about the self-educated customer at https://www.dhirubhai.net/pulse/6-habits-self-educated-customer-peter-ning/

Copyright ? 2019 Peter Ning, All Rights reserved