Copywriting for Mobile: Don't Phone It In
When I'm conscious of this, I try to keep "paragraphs" no longer than two lines (as much as my former English major side protests.)
Grab the Bulletpoints by the Horns
- Bulletpoints are golden
- They make information digestible
- And force you to remove excess
- They're easy on the eyes
- Fit nicely on a mobile screen
Head for the Headers
Just a variation on the theme; it's all about readability. Catchy, bold headers (bold in both senses of the word) to introduce each new concept are a fantastic way to both organize your copy, and to help a scroll-happy reader find exactly what they are looking for.
Remember the Inverted Pyramid
We all learned this one in Intro to Journalism, whether we're Boomers, Millennials, Gen Y's, Lannisters or Starks. That Golden Rule of journalism, that looked a little something like...
I'm sure it's ingrained in all of us by now, some of us probably have nightmares of this thing descending upon us like some sort of sharpened spear. And it's just as well, since the inverted pyramid is great for writing any sort of copy that might be read on a phone, not just news articles.
Unfortunately, this format can't always apply, exhibit A being this blog entry. But if you can swing it, those short attention spans and likelihood of multitasking would be best served by cramming as much of the meat and potatoes as your message will allow in the first few sentences, with the side of veggies toward the end.
Let's Get Visual (Visual)
Speaking of that image of the inverted pyramid above — visuals can be a vital ingredient in your mobile copy stew. Have you ever noticed that you'll look at the graphics in an email or actually read an infographic with much more attention on your phone screen than your computer screen?