Copy used to be the most powerful tool for any communication professional. Designed to specifically persuade users to take action, copy is a fantastic way to get your point across when you’re selling or promoting based on price or scarcity. It’s often clever, sometimes a bit misleading, and usually elicits groans from those who have seen a bit too much.
I propose we try something else. I propose we stop treating websites like advertisements and more like the interactive environments they really are. I say we stop talking to people, and start sharing stories with them.
Many of the better PR professionals already know and practice this, but we still have far too many writing boring press releases, relying on flash instead of substance and neglecting to listen to the very audience we’re all trying to attract.
Don’t ask question, give answers. Don’t give generic reason, share personal (customer) stories. Don’t be afraid to be a little human.
For those that already understand what I’m talking about, I have a favor to ask of you: show those that do not. While that may seem ridiculous to “help” your competition, I’ve noticed that industries are often judged by the worst they have to offer, so spreading knowledge around can only help.
Do you have any examples where you’ve changed sales copy into more interactive forms of communication and found success?