Comments on: The Hunt for Great Web Marketing Copy http://blog.smibs.com/posts/977/the-hunt-for-great-web-marketing-copy/ Blogging From Inside the New Media Revolution Tue, 07 Feb 2012 03:26:02 -0600 http://wordpress.org/?v=2.8.4 hourly 1 By: Stephanie http://blog.smibs.com/posts/977/the-hunt-for-great-web-marketing-copy/comment-page-1/#comment-4304 Stephanie Wed, 21 Jan 2009 23:07:21 +0000 http://blog.smibs.com/?p=977#comment-4304 @Justin I take your point - what I meant by my disagreement with the whole "anti-intellectual" thing was that the audience being targeted by Web 2.0 marketing copy isn't somehow less demanding. Like you say, it is precisely their "intellectual" or "professional" occupation and demands that necessitates simplified web copy. As far as your "web copy picks," I couldn't agree more! 37 Signals is an "inspiration" of mine when it comes to web marketing. I love the look and feel of their websites, and their copy is informative while somehow remaining conversational and "cool" for lack of better expression. I'm excited to check out your non-profit copy suggestion. @Justin

I take your point – what I meant by my disagreement with the whole “anti-intellectual” thing was that the audience being targeted by Web 2.0 marketing copy isn’t somehow less demanding. Like you say, it is precisely their “intellectual” or “professional” occupation and demands that necessitates simplified web copy.

As far as your “web copy picks,” I couldn’t agree more! 37 Signals is an “inspiration” of mine when it comes to web marketing. I love the look and feel of their websites, and their copy is informative while somehow remaining conversational and “cool” for lack of better expression. I’m excited to check out your non-profit copy suggestion.

]]> By: Peter Urban http://blog.smibs.com/posts/977/the-hunt-for-great-web-marketing-copy/comment-page-1/#comment-4249 Peter Urban Sat, 17 Jan 2009 01:56:53 +0000 http://blog.smibs.com/?p=977#comment-4249 @Adrian I agree that the influence of video will increase, especially for subjects 'push' marketing activities where the style of the video (entertaining, funny, surprising ...) can entice people to watch through an underlying message or trasner of more complex knowledge. But I also agree with Forrest that written copy will stay as a important if not dominant form of communication. I want to start experimenting with personal video blogging, so it'll be interesting to watch how that works for me as the 'author' and for our audience. @Adrian

I agree that the influence of video will increase, especially for subjects ‘push’ marketing activities where the style of the video (entertaining, funny, surprising …) can entice people to watch through an underlying message or trasner of more complex knowledge. But I also agree with Forrest that written copy will stay as a important if not dominant form of communication.

I want to start experimenting with personal video blogging, so it’ll be interesting to watch how that works for me as the ‘author’ and for our audience.

]]> By: Christy http://blog.smibs.com/posts/977/the-hunt-for-great-web-marketing-copy/comment-page-1/#comment-4248 Christy Sat, 17 Jan 2009 01:47:20 +0000 http://blog.smibs.com/?p=977#comment-4248 Good point Alain Good point Alain

]]> By: Alain Saffel http://blog.smibs.com/posts/977/the-hunt-for-great-web-marketing-copy/comment-page-1/#comment-4241 Alain Saffel Fri, 16 Jan 2009 17:46:22 +0000 http://blog.smibs.com/?p=977#comment-4241 I agree that you should try to use fewer words to say what you need to say. People reading your copy don't have a lot of time so you need to get to the point quickly. It does depend on your audience though. When you have a large, loyal audience they may indulge your rambling. It also depends on the purpose of the copy. Body text in a website does need to be to the point. Blogs can be lengthier. Ultimately, if what you say has a lot of value to your audience, they may not care how long it takes to say it. I agree that you should try to use fewer words to say what you need to say. People reading your copy don’t have a lot of time so you need to get to the point quickly.

It does depend on your audience though. When you have a large, loyal audience they may indulge your rambling.

It also depends on the purpose of the copy. Body text in a website does need to be to the point. Blogs can be lengthier.

Ultimately, if what you say has a lot of value to your audience, they may not care how long it takes to say it.

]]> By: Justin http://blog.smibs.com/posts/977/the-hunt-for-great-web-marketing-copy/comment-page-1/#comment-4240 Justin Fri, 16 Jan 2009 17:45:50 +0000 http://blog.smibs.com/?p=977#comment-4240 I think that Demian Farnworth is right: writing for the web is probably more like doing ad copy than writing an essay. In that sense, it is "anti-intellectual." In many ways, it's the fast pace of professionals that forces the copy to lack the depth and verbosity of an "intellectual" article. People want their information, and they want it in small, easy to digest morsels that they can devour on the spot. In France they enjoy a two hour meal; in North America we want fast food. The same goes with copy. Web copy I like: Corporate: 37signals - http://www.37signals.com Apple - http://www.apple.com/getamac/whymac/ Hover - https://www.hover.com Non-profit: Housing Works - http://www.housingworks.org I think that Demian Farnworth is right: writing for the web is probably more like doing ad copy than writing an essay. In that sense, it is “anti-intellectual.”

In many ways, it’s the fast pace of professionals that forces the copy to lack the depth and verbosity of an “intellectual” article. People want their information, and they want it in small, easy to digest morsels that they can devour on the spot. In France they enjoy a two hour meal; in North America we want fast food. The same goes with copy.

Web copy I like:

Corporate:
37signals – http://www.37signals.com
Apple – http://www.apple.com/getamac/whymac/
Hover – https://www.hover.com

Non-profit:
Housing Works – http://www.housingworks.org

]]> By: Stephanie http://blog.smibs.com/posts/977/the-hunt-for-great-web-marketing-copy/comment-page-1/#comment-4236 Stephanie Fri, 16 Jan 2009 17:01:00 +0000 http://blog.smibs.com/?p=977#comment-4236 I totally agree, Christy. I think a lot of governmental and non-profit copy totally misses the point - it almost feels sometimes like they are trying to establish some kind of authority through the inaccessibility of their websites! At some point I'd really like to blog about what non-profit copy can learn from corporate marketing copy, and visa versa. Selling is selling, whether your item is a product or a concept. I totally agree, Christy. I think a lot of governmental and non-profit copy totally misses the point – it almost feels sometimes like they are trying to establish some kind of authority through the inaccessibility of their websites! At some point I’d really like to blog about what non-profit copy can learn from corporate marketing copy, and visa versa. Selling is selling, whether your item is a product or a concept.

]]> By: Forrest http://blog.smibs.com/posts/977/the-hunt-for-great-web-marketing-copy/comment-page-1/#comment-4235 Forrest Fri, 16 Jan 2009 16:48:21 +0000 http://blog.smibs.com/?p=977#comment-4235 I prefer copy over video. It may lack the initial flash and excitement factor, but it's faster to read a paragraph than have someone read it to you. Plus, I can skim boring parts and re-read slower parts. No fast forward, pause or rewind. I subscribe to 7 RSS feeds. If those were put into video format, it would take all day to get my news. I prefer copy over video. It may lack the initial flash and excitement factor, but it’s faster to read a paragraph than have someone read it to you. Plus, I can skim boring parts and re-read slower parts. No fast forward, pause or rewind. I subscribe to 7 RSS feeds. If those were put into video format, it would take all day to get my news.

]]> By: Adrian Eden http://blog.smibs.com/posts/977/the-hunt-for-great-web-marketing-copy/comment-page-1/#comment-4234 Adrian Eden Fri, 16 Jan 2009 16:35:06 +0000 http://blog.smibs.com/?p=977#comment-4234 I think as mobile network speeds increase, online video will be more important than text. Besides, what would you rather do, read a long article about business or see someone speak to your face for 1 minute about the same thing. Less time and more impact, in my humble opinion. I think as mobile network speeds increase, online video will be more important than text. Besides, what would you rather do, read a long article about business or see someone speak to your face for 1 minute about the same thing. Less time and more impact, in my humble opinion.

]]> By: Christy http://blog.smibs.com/posts/977/the-hunt-for-great-web-marketing-copy/comment-page-1/#comment-4233 Christy Fri, 16 Jan 2009 16:25:42 +0000 http://blog.smibs.com/?p=977#comment-4233 I think part of the 'magic formula' is really knowing your audience and writing for them. I think a lot of government organizations really miss this point for example. Many government websites use tonnes of acronyms that their customer (citizens) aren't familiar with, they also use 'government speak' as I like to call it, which includes all kinds of lingo that is not common knowledge. Websites shouldn't be about putting EVERYTHING you know/have online, it should be about having a good simple structure, writing such that you ensure clarity for your audience, and providing the most important documents/tools rather than going for quantity. I think part of the ‘magic formula’ is really knowing your audience and writing for them. I think a lot of government organizations really miss this point for example. Many government websites use tonnes of acronyms that their customer (citizens) aren’t familiar with, they also use ‘government speak’ as I like to call it, which includes all kinds of lingo that is not common knowledge. Websites shouldn’t be about putting EVERYTHING you know/have online, it should be about having a good simple structure, writing such that you ensure clarity for your audience, and providing the most important documents/tools rather than going for quantity.

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