Web Has Permanently Changed Copywriting
Web Has Permanently Changed Copywriting – Copywriters and Marketing Consultants Retraining Selves, Clients
Boca Raton, FL — It’s a good thing Allison Media Group, Inc.’s copywriters aren’t getting paid by the word.
Thanks to the Web, they would be taking a 50% reduction in pay compared to what they made in the 1990s, according to Allison Nazarian, AMG President. “The brochures we copywriters wrote a decade ago contain more than double the amount of words that’s appropriate for brochures by today’s standards. The way we write, present and read Web copy has changed how readers receive and absorb their printed information. Today, they’re really scanning rather than reading.”
Copywriters “Hitting the Reset Button” on Client Expectations. “Old school” clients who were disseminating their print collaterals before the Electronic Age still tend to expect copy-heavy brochures and sell sheets. “We have to retrain our clients on their own clients’ expectations. It would actually be a disservice not to do so,” explains Nazarian.
The most pervasive copy style trends she sees in today’s print collaterals include:
- Straightforward headlines and sub-headings that don’t make readers guess;
- Half—and sometimes less—of the amount of words traditionally found in pre-Web print collaterals;
- Words that are emphasized by being italicized, bolded, colored or otherwise;
- Graphics, like photography or charts, that underscore the copy and are understandable with a brief glance;
- One idea per paragraph;
- References to a client’s website, online portfolio, e-store, etc.
About Allison Media Group, Inc: Since 2001, Allison Media Group, Inc. has been a leader in developing the messages, words and ideas of business communications. The firm, which has built a solid reputation as a trusted and indispensable resource for professionals in marketing, advertising, sales, graphic design, web development, public relations and branding, helps clients harness the power of words to communicate, sell, inform, educate and publicize. For information, free resources and/or to buy services online, visit www.AllisonMediaGroup.com.
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