Online Marketing : Campaign Copywriting

It was the famous Bard who once said that words, when scarce, are seldom written in vain.

Who knows what such a prolific scribe would have made of the web - but ask any online copywriter to share his secrets, and scarcity is bound to top the list.

Less is very much more in a creative environment where attention spans are measured in nanoseconds and the sheer volume of campaign information can easily overload and overwhelm.

Online Copywriting Guidelines

In the online space, readers respond best to short, sharp hyperlinked or emboldened keywords sprinkled throughout the text. Relevant sub-headings are also key - as are bulleted lists and a policy of using roughly half the words which you'd expect to use in a print assignment.

Clear and uncluttered language should also be an aim - for promotional style and wooliness is big turn-off.

Finally, experience has revealed a clear link between the effectiveness of copy and its brevity.

So let's leave it there!

For all our own words - and those we've been asked to produce for clients including:

• BankWest

• HBF

• Curtin University

• GESB

there's only been one place to turn.