Writing for Digital Media

What is Digital Media??

Internet - Banners, microsites etc
Handsets - Text messages, Bluetooth communication
Interactive TV - Pressing the red button
Bluetooth Posters - e.g. at bus stops
TransVision Digital Screens - The one's you see in tube stations

Why is it different to traditional media?

The main thing that digital media and traditional media have in common is that words sell. The more words you can get away with the better (usually). But one difference you should always take into consideration is the fact that people read 25% slower online. This is an interesting fact, especially when some online ads are timed (banners). People tend to scan a lot more, so having the ability to be succinct, conversational and enthusiastic gives you more chance of success.

Ways to keep readers engaged

As I said before, be succinct, conversational and enthusiastic. You can do this by bending the rules of grammar if need be. Like starting sentences with and, but and because.

Also, try to keep your sentences short. And apply subheads when necessary to suit the style of the 'scanners' who will be reading your ad.

People love to know what you can give them, and the easiest way for you to do this is by using the words 'you' and 'your' loads. An example could be - 'A service to make your business more profitable'. If I had a business, I would certainly be intrigued.

One way to leave your readers uninterested is the use of puns. Avoid them like you would a naked Margaret Thatcher. Don't try to be clever (puns are not clever). The reader should digest your copy without even noticing. They shouldn't have to think too hard, because if they do, they won't.

You should be interesting, stylish and, the hardest of all, original. If you are writing for a client with guidelines, then being original is made even more difficult (but still possible). But if you find the freedom we all deserve in writing, then don' t be afraid to create your own tone of voice. I guess this is only possible when you write for a young company searching for the identity to make them a successful brand. A great example of this would be Innocent drinks. They created a fun, natural, feel-good tone to their brand, which has subsequently been a huge success.



A great example from Innocent of how creating a tone of voice
can help make a brand successful.

Much more to come on this subject...