Social media has dramatically changed the game of marketing and advertising, placing enormous power in the tight grip of the consumer. And the increase in mobile device usage has bolstered this revolution. Consequently, the traditional marketing landscape is rapidly fading into obsolescence. These changes have driven a mindset transformation of sorts among marketers and brands. In other words businesses now have to revamp the way they approach consumers and potential customers.
Before people part with their money, they want engagement, and they want a value-added customer experience. Brands now have to prove they are worthy of a customer’s money or email address or phone number, and, increasingly, in many cases, have to ask permission to prove their merit to the consumer. The days of conventional selling are over! What does this mean for copywriters? This means that traditional copywriting will soon be history. The copywriter’s approach, and thus the type of text and the delivery, so to speak, that we are used to crafting, must change. And it must change immediately if your copywriting talent is being used for a mobile marketing or mobile advertising project.
Understanding Copywriting – Then and Now
Then – In the old days, pre-2008-2009, traditional copywriting meant: learning about your target audience; discovering something unique about your product; presenting your product’s benefits first, features second; and persuading your target customer to “buy now” or “click here” or “contact us” or “email today,” etc.
Now – The new marketing landscape requires that we offer the customer a more liberating experience. Consumers, especially, the younger set, but gradually, boomers as well, want to be engaged, not sold to. Copywriting now means: (a) learning about the target audience’s “consumer insight” that you want to address, vis-à-vis what your brand stands for; (b) leveraging that information and (c) enhancing the quality of the customer’s life, by either providing practical/useful information and/or content and/or by entertaining or indulging them. Keep in mind, however, cliché or condescending approaches will fail and there is almost no possibility for redemption without it, potentially, costing your client a fortune.
Concepts/Questions to Keep in Mind When Preparing to Craft Copywriting Text for the Mobile Marketing Project
• The context of your copy is just as important as the content, perhaps even more so.
• Prioritize with respect to what the consumer (mobile user) finds important, not what your client finds important.
• Be sure you are clear about how your client’s target customers incorporate their mobile devices into their lives so that the copy resonates with the intended audience.
•What is the message your client is trying to communicate to the mobile user?
• In what context is your client’s customer seeing the ad?
• You cannot place repurposed static banners, videos next to unrelated mobile content.
• If SEO is a component of your task, the intent of the mobile search is extremely different from that of the desktop searcher. Your SEO keywords will not necessarily be the same as the one in the campaign for their desktop shopper. The research must be done separately.
• You will want to know the business objective of your client? It will also be very important for you to be familiar with your client’s other marketing strategies for this campaign so that your mobile plan is in sync with them. You want your client to be able to integrate the mobile strategy with print, broadcast, online and all other media they may be utilizing.
•Request to work closely with the tech folks handling the interface so that you know what’s next in the steps that a mobile campaign takes and what page follows, etc. so that the copy you craft makes sense and has the impact they need it to have in order for the campaign to be effective and not fail.
Start creating a swipe file of mobile copy, preferably, an electronic one, so that you can become acclimated to mobile writing styles. Look for text written in connection with the following types of tasks:
1. Mobile Web Ads/Banners
2. Social Media Engagements
3. Mobile SEO
4. SMS Text Messaging Advertising
5. Mobile Campaign Promotions (copy techniques for getting permission to get the prospects cell# so your client can then promote stuff to their customers)
6. Mobile Contests/Gaming
7. Mobile Apps
8. Mobile video and audio
9. Email Marketing
10. Location-based Coupons/Discounts
Yes, mobile marketing has changed the game folks, and the sooner we freelance copywriters catch up and get on board, the more valuable to companies and ad agencies, etc. we will be.
Stacey Mathis Copywriting
The Copywriter’s Highway to Success
Tweet me: @staceythewriter
P. S. Just as in traditional hardcopy and email, where we regularly included the “P.S.,” in mobile copywriting, we regularly include share features, like “Tell a Friend” to spread your client’s message.