A post on the Brian Clark’s Copyblogger site got me thinking. His warning was that so much in marketing today is hype. And that copywriting hasn’t changed.
I agreed. To a point.
I think the craft of copywriting hasn’t changed – but its goals have. The technology surrounding “Web 2.0” has opened doors that were formerly closed to marketers, and copywriters had better be aware of the effects.
The Good News
The good news is that today’s copywriter often has a chance to sit down and chat with his audience – assuming he’s done his job well enough to attract attention in the first place.
I believe engagement marketing is very real. And that one of the holy grails of marketing is finally sailing into view – the ability to truly engage customers instead of simply marketing at them.
As copywriters, we invest most of our energy acquiring customers. That hasn’t changed (though the media channels have).
What’s new is what happens post-acquisition. Instead of throwing away the momentum we’d built up acquiring the customers, we can afford to keep it.
Blogs, communities, and new media channels have made it possible (and cost-effective).
Suddenly, good companies – those that truly share the passions of their customers – can connect with their customers as much as several times a day.
In the past, that level of contact simply cost too much. Now the barriers are gone.
What’s this mean to you?
Newer media channels offer us the promised land. Because now your conversation with your customers can last weeks, months – even years (assuming you’re doing it right).
In that time, killer headlines and great bullet lists will be just as important as they used to be – provided your readers believe you’re being authentic. And the copy you write can flow to a connection-hungry audience as quickly as it comes off the keyboard.
Are we witness to the rise of the copywriter as serial commercial novelist? Possibly.
So yeah, Buzzwords and hype are still buzzwords and hype. And the basic craft of copywriting hasn’t really changed.
But it has. Or at least the goals seem to be.
[tags]copy, copyblogger, blogs, communities[/tags]