7/11/2006
Web Has Permanently Changed Copywriting Copywriters and Marketing Consultants Retraining Selves, Clients
| It’s a good thing Get It In Writing, Inc.’s (GIIW) team of copywriters aren’t getting paid by the word. Thanks to the Web, they would be taking a 50% reduction in pay compared to what they made in the 1990s, according to Allison Nazarian, GIIW President. “The brochures we copywriters wrote a decade ago contain more than double the amount of words that’s appropriate for brochures by today’s standards. The way we write, present and read Web copy has changed how readers receive and absorb their printed information. Today, they’re really scanning rather than reading.” Copywriters “Hitting the Reset Button” on Client Expectations. “Old school” clients who were disseminating their print collaterals before the Electronic Age still tend to expect copy-heavy brochures and sell sheets. “We have to retrain our clients on their own clients’ expectations. It would actually be a disservice not to do so,” explains Nazarian. The most pervasive copy style trends she sees in today’s print collaterals include:
About Get It In Writing, Inc: Since 2001, Get It In Writing, Inc. has been a leader in developing the messages, words and ideas of business communications. The firm, which has built a solid reputation as a trusted and indispensable resource for professionals in marketing, advertising, sales, graphic design, web development, public relations and branding, helps clients harness the power of words to communicate, sell, inform, educate and publicize. For information, free resources and/or to buy services online, visit www.GetItInWriting.biz. |
