Page 68 - 100 Great Copywriting Ideas: From Leading Companies Around the World (100 Great Ideas)

never going to connect with a generation of web users who expect
just that.)
Is our copy readable? (Hint, although I did see a pink page with
white type and morphing yellow stars on Bebo, most readers are
still more comfortable reading dark type on a pale ground. That
doesn’t move. And is either ranged left or justified. Your designer
probably doesn’t believe this.)
From now on, every word you write has to be as genuine as the most
badly punctuated screed in the blogosphere. As compelling as the
item descriptions on eBay. And as involving as the stories posted on
social networking sites.

In practice

• Long copy still works for the nano-attention-span crowd, but

you’ve got to work overtime to get them to read it. The easiest
way to do it is to use ultra-short paragraphs. And the shortest
words you can manage.

• Give your visitors a full and detailed account of the truth. In other

words, explain exactly why anybody visiting your site should
believe a word of what you’ve said.

100 GREAT COPYWRITING IDEAS • 59