How to write copy for digital platforms

There are so many digital platforms, that it is tricky to write in a way that works for all of them. But whether you're writing a Twitter post or a static web page, there are a few cross-channel cheats that transcend all digital communications, and some offline ones as well.

1. Keep it short

Rule of thumb for character counts is 50 for email subject lines, 250 words for web pages and 300 characters for a text message. Sounds impossible given all the key messages you need to talk about, right? Well yes, but it isn't. Think about language carefully and get rid of unnecessary words. Also, framing messages as questions is a great way to grab attention; say what you need to say followed by a call-to-action and increase conversions.

2. Keep it relevant

People are time-poor and you only have their attention for 10 seconds, so use journalistic-style headlines, and lead with benefits and not the brand name or features. Focus on selling a lifestyle - show people how your product or service will enrich their lives, but do not tell them through flowery language.

3. Keep it simple

You know your business, but not everyone does. Keep copy jargon-free and in plain English. Sounds like common-sense, but when you are used to using certain words and phrase, it is second nature and that is reflected in your writing. Also, explaining how things work in the same way you would explain it to a friend in a pub makes it accessible and trustworthy for the end reader.

4. Keep it honest

When writing apology messages or 404 error pages, you may be tempted to blame technology or the customer, but honesty is the best policy. And be sincere, as people are so used to seeing these messages they will either not read them or regard them negatively.

5. Keep it real

Copy is the best way to convey your personality, so use language that is natural and suits your brand. Dial up the energy and fun where you can, but try not to be patronising. The people you are writing for are just like you.