SENTENCE BY SENTENCE
CONTENT MARKETING and relentless social platforms continue to bombard online audiences with a colossal jumble of words. Most contributions are banal, or mediocre at best, with relevance a rarity. But do not lose heart. Professional copywriting will continue to provide added value by capturing attention, influencing and persuading: sentence by structured sentence.
Challenges for dedicated scribes are headed by the sheer number of spotty-faced writers who can have almost anything published on the Internet – blogs, tweets, reviews, gossip, fake news and titanic trivia.
Magazines and newspapers are shedding readers. Sales brochures are being consigned to history. The quest for search engine rankings demands quantity rather than quality. Computers can seek out information and configure content of their own.
Youngsters have ditched what they regard as unnecessary letters in order to deliver messages using as few of them as possible. Short videos with minimal words are universally popular. Attention spans are now measured in seconds and space for words is at a premium.
NOT SO
Faced with such pressures it might be assumed that the art of copywriting will die out soon, as a result of its purpose being made redundant. Not so. Great words cannot be standardised, nor automated.
Skilled copywriters will continue to display an invaluable ability to grab the consciousness and elicit responses, informing readers about products, services, ideas, points of view and happenings, then drawing them into the next-stage process.
Raw-talent copywriters build powerful messages and target their audiences with carefully chosen words, crafted into compelling sentences. They know precisely which phrases will educate, inspire, satisfy or seduce. And they know what to leave out.
Your copywriting expert is likely to be instrumental in helping to determine and promote the most productive image for your organisation, together with the shape it should take in the future.
VORACIOUS
It can be an exciting time for know-how writers. Opportunities are greater than ever before, as the marketplace becomes global and the channels for carrying messages flourish. Worldwide, there is a voracious appetite for alluring, potent and often personalised copy that will compel people to think and do something that had not occurred to them before.
Be it search engine optimisation, content marketing or brand building, copywriters will continue to make things happen, using every finely-honed technique, old and new, at their disposal.
That’s what top quality writing achieves, whether for traditional purposes or, increasingly, requirements relating to video sales letters, Google and YouTube advertising, landing pages, sponsored content and the innumerable on-screen social frontals of today and tomorrow.
Amidst all of these communications openings, the fundamental goals remain the same: to make it easier for people to engage their minds and open their purses. True copywriting is as precious as ever.
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