Copy can and should change frequently. Messages should not.
There is a difference between messages and copy. A message is an idea or concept that you communicate to a target audience through a variety of activities. Copy is the articulation of the message for a specific activity.
Message = Idea
Copy = Words
Example: A message or idea may be “Ease of Use.” The copy coveys the idea and may or may not use the specific words.
Copy can and should change frequently. Messages should not. Copy should reflect current industry trends, cultural icons and social phenomena. Messages should focus on a single core idea. This may sound like a contradiction, but in fact it is an important distinction.
The core idea your company or product stands for is fundamental to your business strategy. Therefore, shifting this message should be considered in the same league as shifting your business strategy.
Unfortunately, sometimes you get bored with you r messages. You spend hours fine tuning and testing them. Finally, by the time your campaigns launch and the message is out there, it feels old and stale to you. But you have to remember that your customers are just beginning to see the messages and that it takes a while for them to get through. Even though you’re bored, your customers are not. They need to see your messages over and over again for them to register. Not necessarily the same words, but eh same idea supported by the same brank.
You wouldn’t change business strategies just because you are bored, yet marketers change their messages all the time to their detriment. You want to keep the message fresh and alive by changing the copy. This means using unusual language, a clever play on words, or a connection to a current event in your copy that adds life to a message while giving it some “staying power”
Make your copy memorable, interesting, and quotable. It becomes a commonly used phrase that people begin to use in everyday life. How cool is that?
Information provided by Laura Lowell and, with permission, shared. www.lauralowell.com
Author K. Meador is a mom to two grown sons who are currently pursuing their adult lives outside the home. She enjoys history, aviation, writing, and romance. In addition, she enjoys photography, walking, and visiting with family and friends. For the past several years, she has traveled with her job and has now settled down in Oklahoma City area.
Please leave a comment on this blog and share if you are so inclined. Author K. Meador has multiple published books which are available in paperback, eBook, audio and Spanish. Thank you. Your support is truly appreciated.