Message & Media: When Less Is More
To keep your reader engaged and the eye moving toward your CTA, use the caption to provide a brief explanation of the photo's significance.
6. Web Ads
The purpose of website advertising—banners, pop-ups, buttons and a variety of rectangular shapes—is to redirect the attention of a site visitor and generate clickthrough.
Once again, the intent is to tease the reader's interest to generate action. The message and image should be strong and simple.
7. Bullet Points
Bullets provide both scanners and readers readable snippets of copy/content. They don't have to be complete sentences, and you certainly don't want them to balloon into lengthy paragraphs. They should deliver three to five pieces of compelling information that are easily digested.
8. QR Codes
Thanks to digital technology, you can now link print marketing efforts to Web-based resources, such as product demos and TV spots on YouTube, like the ad for Turkish Airlines that you can access by scanning the QR Code. It's intriguing, integrated, interactive advertising. And, as direct marketers, we'd include an offer in the video with a way to measure response to the offer.
At this point, I need to reassure you: Please don't get me wrong; I haven't abandoned long copy. I still believe in it and write it when it's appropriate for my audience and marketing objective. But I also know that, often, the targeted audiences for which I'm writing have shorter-than-ever attention spans and demand faster payoffs. I understand every word counts and when the count is too high, readership (and response) can plummet.