“Be Bright, Be Brief, Be Gone!” This is a phrase which over 15 years ago was a key element in a personality test that I took instructing people how to communicate effectively to me. I think this simple phrase should be a guiding principle in writing copy and communicating with your customers through digital media. Although not everyone or even a majority of people use Twitter, the rapid change in the pace of life has greatly reduced consumer’s attention span.
1. Don’t Start with a Question
One of my biggest pet peeves is how frequently advertisers throw away the first sentence of their commercial. How frequently do you hear a commercial that starts with a question? (Oops! I just did it!) Advertisers and copywriters believe these questions are a tool for targeting, but in my opinion, it’s just wasting that first all-important five seconds. If you go directly to the benefit of your business or service, those who might be in need of it will know what you’re talking about. Example: Do you have pests or roaches crawling around your kitchen floor? Should be: Eliminate pests from your kitchen and whole home for just $69.95.
2. Use Clear, Simple Words
Although in most commercial environments, you’re not limited to 140 characters, most of your consumers have a predetermined limit of attention. Use clear, well-understood words to state your value proposition to the consumer and the action you want them to take.
3. Avoid Clichés and Jargon
In the same ways that questions often waste valuable time in a commercial message, so do overly used “clichés”. If you use a general statement like “we will never be undersold” without a reasonable substantiation of that statement, it is a waste of words. Example: “We’ll give you the lowest price or pay you $500.” The automotive industry is loaded with terms or statements that actually mean nothing. Some have even been challenged by the Federal Trade Commission. Example: “We’ll pay off your car no matter what you owe.” The reality is you can’t trade your car unless someone pays off the bank who owns the car.
Take the time that those who frequently “tweet” do to determine the most concise way to communicate your message with the least amount of words. If you can’t distill your value proposition to one sentence, you’re probably not going to be able to be effective with your message.
