From the course: Learning to Write Marketing Copy
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Structuring for online
From the course: Learning to Write Marketing Copy
Structuring for online
- Writing copy for online readers is completely unique. So you need to take a unique approach. That approach involves compensating for the challenges we face when reading online and capitalizing on the unique advantages of the browser environment. Let's talk about some of the special challenges first. Humans struggle with reading on screen. It creates some unique problems, including a lack of context. A headline image or text could be lifted from your page and included in a tweet, a search result, a Facebook post or a newsfeed. There's also a sort of attention deficit because reading on screen is so hard. Most folks can't read as much or as long without some special touches. There's also different form factors in print. Folks read their copy based on the page on which it's printed online, they might read it on a cell phone or on a tablet or on a desktop screen. As the copywriter you can't do much about this, but keep…
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