All good things must come to an end. We’ve spent the last one, two, three, four, five blogs covering Hake’s six key rules to clearer, more effective and engaging copy — and next week we’re going to have to find something new to talk about — but this week we’re looking at:
Rule Number Six: Adapting to the Channel
ff before I’d even reached my #charactercount
When crafting copy, it is important to consider and research the medium it will be published on to know what’s expected and what will engage.
While Facebook, Twitter, Instagram and LinkedIn might all fall under the same ‘social media’ category — they require very different forms of content.
Twitter — Short and sharp
Facebook — Engagement (comments and shares)
Instagram — Visuals
LinkedIn - Professional
Websites, blogs, newsletters — you might have a recurring theme in all of these (i.e. you) but your content’s purpose and style should differ. Headlines, bullet points and a great hook are essential for all — 80% of your audience will be scanning for information relevant to them.
Print is a very different beast. Those sitting down to read print will generally have more of an interest in what you have to say and more time to read a lengthy article but you need a great hook that will get them in for the long-haul.
Why am I talking about face-to-face, when I specialise in writing? Presentations. We’ve all sat through presentations longer than Titanic and wordier than War and Peace. When crafting your presentation think about:
- Attention spans (they’re not very…must remember to buy milk)
- One key message per slide — we don’t need to read your script
- A logical framework
- Clear text
You want to be the engaging one, using your slides as an aid, not a crux.
And that folks, is how you make six rules, last six blogs.