Engaging Audiences with Video and Copy that works in Digital is a creative challenge. It may require more than a well thought through story-board or a gripping headline.
Here are simple steps to engage audiences on the web with Creative and Copy that works.
1. Describe your Ideal Target Audience
Describing (and visualizing) your ideal reader and viewer makes your web copy and creative much more vivid and personal. Write a creative brief with a clear objective of what you are trying to achieve from the copy or the film. Do you want your audience to use more of your products or are you trying to remind them about an existing range?
When describing your ideal TA, don’t just think about demographics like age, gender, income, education, and family circumstances. Do you know what he dreams of achieving? And what keeps her awake at 3am?
Whenever you’re writing web copy or a creative storyboard, imagine that you’re writing for your ideal reader or viewer. Your writing/ video will become more charming, more interesting, and more persuasive.
2. Visualize your Copy and Creative
Create a full list of features and specifications.
Translate each feature into a benefit for your ideal reader and illustrate it with a visual.
Consider the problems you help avoid; Write down the objections to buying from you and decide how you can address them. Doing research and planning your web copy and creative will help you create more seductive web copy. Visualize how your ideal viewer would react on seeing your creative and how do you want them to react.
Does your creative have a signature style?
3. Develop an Enticing Value Proposition
Your value proposition is your conversation starter. It entices your ideal reader to learn more about you.
A value proposition usually consists of a headline, possibly a subheading, and three to
five bullet points. Your headline can simply state what you do or mention the key benefit
of working with you.
Web visitors are in a hurry; they make lightning decisions as to whether a website
is right for them or not. Your headline should be clear, credible, and concise. Don’t use
As usability expert Steve Krug suggests: Don’t make your web visitors think!
4. Clear Call-To-Action
Writing web copy that works simply means persuading your ideal reader to take the next
step in the selling process. Make sure your prospect knows what next step to take.
Feel free to be bossy and tell him exactly what to do NOW.
5. Edit your Copy and Storyboard
Check your list of features, benefits, and objections to ensure you don’t miss any important sales messages or any Branding Mandatory requirements.
Make your copy more credible and persuasive by using copywriting techniques.
Boost your web copy’s readability by tightening and simplifying your text.
Proofread to correct typos.
6. Optimize your Copy and Video
Use the same keywords your ideal TA uses and you have a better chance of being found in Google and YouTube. For Vine use the appropriate hashtags and publish it to your Twitter Stream and Facebook.
Writing frequently about your area of expertise is good for your readers and viewers.
It’s also good for search engine optimization.
For Digital Video Ads, Best Practice and Guideline, view Broadband Video Commercial Guidelines.