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Copy linkKey Facts About Writing Commercial Articles That are Read on Mobile Phones
Among the world population, 60% own mobile phones. This was reported by Datareportal based on their research that was published this April. Based on the same study, it was determined that 92% of all online searches is done through mobile phones, and that number is only to grow in the upcoming period.
The conclusion that can be drawn from these data is clear. Internet users, searching for information online, are using traditional devices, such as desktop computers, less and less. This fact influences copywriters a lot, so there’s an increasing push today for the writing of promotional articles to turn to a new strategy that is oriented to consumers who spend more and more time using their mobile phones.
The main reason why the strategy of promotion needs to be redefined are the changes in consumers’ behavior:
– Mobile phone users are typically on the move, which is why their attention is focused on key points. Only the rare ones have the habit of sitting down in a comfortable armchair and reading an essay.
– Most mobile phones have numerous apps installed which feature push notifications, various warnings, messages, which is why there are lots of distractions. Due to the sheer number of the notifications, the users are already used to glazing over the content, which might feature a promotional text.
– The visual impression is entirely different. Phone users see a much smaller font than if they were reading the same text on a computer screen, which is another important factor that repels people.
Said changes in the behavior are the key points for the forming of a new strategy for writing commercial texts. New circumstances demand making the content even more concise. At any moment, texts need to be oriented to the key points of the product, so that a sale would be realized eventually. In order to achieve this, several techniques need to be used, which are of great help in achieving better results.
The title needs to reflect the essence of the article – This is a special challenge. On one hand, short titles are preferable, but on the other, they do need to be “strong” enough to keep one’s attention. In that case, the writer needs to be economical with the words. It’s best to use verbs which invite to activity and avoid adjectives, for example: Solve a problem…, Free yourself…, Enjoy…, Wake up…, etc. Descriptive words can help the title be more readable, but play no useful role.
Clickbait is strictly forbidden. Although it can bring a lot of clicks, the text needs to correspond to the title. The titles which exaggerate can attract the user’s attention, but only for a short amount of time. As soon as the user sees that the article does not offer what the title promises, they leave and their trust is lost forever.
The first paragraph (lead) – The opening in the first paragraph needs to address the issue or target the consumer’s emotions. No skirting around the issue, superfluous introductions or wider contexts. From word one, the writing should have a direct point.
Bullet points – They should be mandatory in a text. A lot can be said with few words through bullet points. Instead of long paragraphs, it is better to use bullet points to list things and it is also easier on the eye. Considering that nearly 80% users who open a text do not read the entire content, but just skim through it, it is most likely that their attention will be drawn to these points. An effort should be made to make this part the strongest detail in the text. The bullet points should sublimate the problem, the advantages of the product compared to the competition and why that product precisely is the best choice.
Apparent invitation to activity – If the text performs as it should – if the user clicks on the title and reads the article through to the end, we’re only a step away from the purchase. In order not to let good content go to waste, it is of great importance for the “button”, the “window” that leads to the purchase to be large, visible and lead to simple steps of getting the product. If this is not done properly, even the best content falls through and nothing can be done about it. A new notification can appear in a second, distracting the user, and even a minimal distraction can pull the user away from making the purchase. This is where the key of success of copywriting distributed through mobile phones lies – how to be the one that keeps the attention from drifting away in a sea of distractions.
Nikola Ignjatovic
The conclusion that can be drawn from these data is clear. Internet users, searching for information online, are using traditional devices, such as desktop computers, less and less. This fact influences copywriters a lot, so there’s an increasing push today for the writing of promotional articles to turn to a new strategy that is oriented to consumers who spend more and more time using their mobile phones.
The main reason why the strategy of promotion needs to be redefined are the changes in consumers’ behavior:
– Mobile phone users are typically on the move, which is why their attention is focused on key points. Only the rare ones have the habit of sitting down in a comfortable armchair and reading an essay.
– Most mobile phones have numerous apps installed which feature push notifications, various warnings, messages, which is why there are lots of distractions. Due to the sheer number of the notifications, the users are already used to glazing over the content, which might feature a promotional text.
– The visual impression is entirely different. Phone users see a much smaller font than if they were reading the same text on a computer screen, which is another important factor that repels people.
Said changes in the behavior are the key points for the forming of a new strategy for writing commercial texts. New circumstances demand making the content even more concise. At any moment, texts need to be oriented to the key points of the product, so that a sale would be realized eventually. In order to achieve this, several techniques need to be used, which are of great help in achieving better results.
The title needs to reflect the essence of the article – This is a special challenge. On one hand, short titles are preferable, but on the other, they do need to be “strong” enough to keep one’s attention. In that case, the writer needs to be economical with the words. It’s best to use verbs which invite to activity and avoid adjectives, for example: Solve a problem…, Free yourself…, Enjoy…, Wake up…, etc. Descriptive words can help the title be more readable, but play no useful role.
Clickbait is strictly forbidden. Although it can bring a lot of clicks, the text needs to correspond to the title. The titles which exaggerate can attract the user’s attention, but only for a short amount of time. As soon as the user sees that the article does not offer what the title promises, they leave and their trust is lost forever.
The first paragraph (lead) – The opening in the first paragraph needs to address the issue or target the consumer’s emotions. No skirting around the issue, superfluous introductions or wider contexts. From word one, the writing should have a direct point.
Bullet points – They should be mandatory in a text. A lot can be said with few words through bullet points. Instead of long paragraphs, it is better to use bullet points to list things and it is also easier on the eye. Considering that nearly 80% users who open a text do not read the entire content, but just skim through it, it is most likely that their attention will be drawn to these points. An effort should be made to make this part the strongest detail in the text. The bullet points should sublimate the problem, the advantages of the product compared to the competition and why that product precisely is the best choice.
Apparent invitation to activity – If the text performs as it should – if the user clicks on the title and reads the article through to the end, we’re only a step away from the purchase. In order not to let good content go to waste, it is of great importance for the “button”, the “window” that leads to the purchase to be large, visible and lead to simple steps of getting the product. If this is not done properly, even the best content falls through and nothing can be done about it. A new notification can appear in a second, distracting the user, and even a minimal distraction can pull the user away from making the purchase. This is where the key of success of copywriting distributed through mobile phones lies – how to be the one that keeps the attention from drifting away in a sea of distractions.
Nikola Ignjatovic
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