Online Copywriting - WRITING FOR THE WEB

Clever Copywriting

This clip with Ronnie Corbet and Harry Enfield is a short masterclass in clever copywriting.

Obviously it's funny, but it's funny because the writers have done their research.

Every line is packed with meaning, both subtle and obvious.

The skit appeals to all personality types.

Conversion Rate Optimisation Tip #5 - Don’t Use Reverse Type

Back in the eighties Formula One Grand Prix teams discovered that the easiest thing to read on a car travelling at 300kmh is black type on a white background.

They promptly redesigned the car’s livery so that where ever they needed to paste a sponsor’s message it was black on white.

This of course gave the sponsor a better return than if their message had been say black text on a red background, or even worse white text on a black background (otherwise known as reverse type).

The Myth of the Short Attention Span

There is a dangerous and persistent myth around online copywriting that you should keep your copy short.

Doing so will cost you sales and leads.

The argument goes that any potential customer has a short attention span and is constantly skimming and scanning copy rather than reading it.

Well, what are they scanning and skimming for?