There are so many digital platforms, that it is tricky to write in a way that works for all of them. Whether it is a 140 character limit on Twitter or a responsive website. There are a few cross-channel cheats that transcend all digital communications, and some offline ones as well.
1. Keep it short - rule of thumb for character counts is 50 for email subject lines, 250 words for webpages and 300 characters for a text message. Sounds impossible given all the key messages you need to talk about, right? Well yes, but it is not impossible. Think about language and superfluous pronouns. Also framing messages as questions is a great way to grab attention, say what you need to say followed by a call-to-action and increase conversion.
2. Keep it relevant - people are time poor and you only have their attention for 10 seconds, so use journalistic style headlines, lead with benefit and not the brand name or features. And sell a lifestyle - show people how it will enrich their lives, do not tell them through flowery, meaningless language.
3. Keep it timely - this is for social media and direct marketing specifically. Some of the best tweets, statuses, images, etc. are based on a national or international event that everyone is talking about. Being part of the zeitgeist by using the correct searchable language will increase impressions, engagement and brand awareness.
4. Keep it simple - you know your business, but not everyone does. Keep copy jargon-free and in plain English. Sounds like commonsense, but when you are used to using certain words and phrase, it is second nature and that is reflected in your writing. Also, explaining how things works in the same way you would explain it to a friend in a pub makes it accessible and trustworthy for the end reader.
5. Keep it honest - when writing apology messages or 404 error pages, you may be tempted to blame technology, the customer or misaligned planets, but honesty is the best policy. And be sincere, as people are so used to seeing these message they will either not read it or regard it negatively.
6. Keep it real - copy is the best way to convey your personality, so use language that is natural and packed with personality. Dial up the energy and fun where you can, but try not to be patronising. The people you are writing for are just like you.
