For all the wonderful things Facebook brings to the table, the “Like” button is perhaps the most enigmatic in terms of being a “good” or “bad” development. It is an easy way to show your support to friends and family or to voice your advocacy of certain brands and causes. It also started a cataclysm of events which have led to “dumb humor.”
The “Like” button says everything for you–without you having to say it. This is convenient and scary in the same way the Disney Pixar movie Wall-E depicts humanity’s relationship with technology. If you don’t know what I’m talking about go slap yourself, and watch that brilliant movie right now.
Regression in Copywriting Quality
Perhaps the regression of originality and creativity has been accelerated simply because almost everyone on earth has access to the Internet. If this is the case, which I would readily accept, then ironically I need to refer to a meme I’ve seen floating around the Web: “You’re not an artist. You’re not a poet. You’re not an author. You’re not creative. You just have access to the Internet.”
Unfortunately, it seems those engaging in Internet marketing have decided it is O.K. to write unintelligible and otherwise dimwitted text on their clients’ websites. This could be in the form of a poorly inserted keyword or a blog which appears to have been written by a five-year-old.
Copywriting is supremely important for online marketers and web design. So what if print is dying out? Does that mean the universal principles of clever headlines leading to compelling images should be disregarded?
Copywriting Is More Important Now Than Ever Before
No. It does not. Research shows that online viewers have shorter attention spans than ever before chiefly because they know what they want, they get it, and they move on. It is more important now than ever before that content is pithy and captures attention.
Who can honestly say if they see something witty they don’t attribute it to the brand from which it came? If I see awesome writing from Dr. Pepper, Kraft, or H&M, you can bet I’ll be saying to myself, “That is a good company.” What makes you so sure people won’t approach your business’s advertising the same way?
And who can honestly say they will waste their time reading a website which is poorly written and stuffed up the giblets with keywords? Google is ever improving its algorithm, looking for ways to increase the quality of content found in its searches. You will need to do what you can to avoid the negative effect of cheap content on your SEO campaign.
So put away the “dumb humor” and don’t make me use any stupid puns (like Witty Wagon) to end this blog post.
Oh, and check out Big Leap, who has a stellar team of copywriting professionals.
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