Message & Media: Writing Identity Crisis Averted
14. Don't use mouse-type to deliver important information. Weight Watchers, one of my favorite marketers and health resources, just sent me an email about my new ActiveLink personal fitness monitor. The email links to a page that tells me how to get the most out of my first week of wearing this gizmo. The problem is, this important content is barely legible because the type is gray and teeny tiny.
15. Use your e-newsletter's table of contents as a teaser to encourage people to scroll and click.
16. Listen to whatever you write. Read your content aloud. Does it convey the right tone for your brand persona—informal, authoritative, fun, quirky, even irreverent? For an effective example of the latter, check out this blog post, "Dirty Detergents: Dirty Secrets Revealed" (indigowild.wordpress.com) from Indigo Wild. The company describes itself as the producer of all-natural products infused with good karma for the body and home. Their tagline: "Any more natural and you'd be naked."
17. 800 number access translates into customer engagement. Make your 800 number easy to find on your website, even though you may prefer people contact you via email or chat. Some people and situations require 800 number access to a real live person.
18. Content isn't just about words. As with persuasive copy, the appearance of your text affects its readership. Work with the content designer to encourage readability and usability of your text.
One last thing. Content and copy are equally important: Content drives traffic to your website; copy encourages them to do business with you. And both need to be engaging to be effective.