Short form success, made simple

🎵 Eeeevery (word) is saaaaaacred 🎵

When I was in school, and essays became longer and longer, I remember thinking to myself that there was no way I could come up with so many words. In fact I still remember one of my uni assignments - 3000 words minimum - oh shit.
All these years later and I’m suffering the same worry… but now it’s over a mere 70-80 words. Gone are the days of worrying about meeting a word minimum - I can write for days without a thought.
However chuck a word LIMIT on something and that’s where it gets challenging.

Anyone who has agonised over radio or podcast script timing knows - long form copy is a breeze - but writing within such a small window can be brutal.
One thing that people seem to forget is that (especially) if you’re writing for radio or podcast ads, you’re writing something that will only ever be HEARD. If you’re following the “Tried and True Writing Rules” when you write your copy, it’s likely not going to sound quite right when the voice over artist reads it.
Write to be heard, don’t write for people to read.
Over the years I’ve had to build up my own strategies for getting over this hurdle, so let’s talk options.

Cutting vs deleting

The eternal dilemma, do I keep trying to chop away at the word count and try to make this concept work… or do I just say fuck it and write a new one?
Sometimes it’s a case of find the perfect combination of words to get across exactly the right message, sometimes it’s a matter of using some syllable efficiency (do you really need such lengthy vocabulary, or are short words fine?)
Don't be afraid to cut an idea down, or trash it entirely if you can't make it fit. I’ve found that the back and forth over what to edit can actually end up soaking up more time than just hacking and slashing and seeing what else you can make of what’s left. It’s a bit like flipping a coin too; if you cut out a section and realise it was important, then you’ve at least narrowed down what has to stay in!
Sometimes it can be better to start fresh with a new concept - maybe that one works out better, maybe you find the missing piece for the original. Either way, the best way around writers block is to just write something else.

jUsT cUt FiLLeR wOrDs

So you’ve decided to cut the word count down; now how to choose which words…
There can be benefit to cutting out so called “filler words” such as changing a sentence from “Stop in for a chat, the team are always happy to help with any questions you have” to “The team provides expert advice”… if you’re aiming for the ad to be a “hard sell”.
I’ve heard this from many people over the years, from sales reps to writers to creative directors. But as I have said time and time AND TIME again, as soon as you start cutting “filler” words, you make the copy sound more and more robotic.
Ask any salesperson worth their salt how to effectively sell something and they’ll all say the same thing; a conversation.
Why anyone ever thought that hard sell style radio and podcast ads would be more effective than conversational ones I’ll never know - but if you’re still relying on them in an era where everyone sees through advertising, and cynicism about sales messaging is so high, you’re really doing yourself a disservice.
The more natural you can make an ad sound, the better. It’s why live reads have historically been such hot property - they sound real(ish). Everyone knows you’re trying to sell them something, so if you can make the voice over artist sound like a real person with genuine things to say, you’re going a long way to create trust in your brand. There’s nothing better to tune out your audience than a script that comes across like a caveman trying to sell a car.
Buy this car, it good. Apple Carplay, Android Auto, Aircon. Buy buy buy. Big discount. Many finances.

One script or ad not enough? Run some on rotation, A/B test

So I get it, this option isn’t ideal for the producers, traffic managers or digital marketers who have to deal with setting it up; however this can be a great option. Whether your client goes ahead with it or not can be a positive depending on how you swing it.
On one side of the coin, you can cover more information with multiple ads (or different, or even in a linked series that progresses the ‘story’). On the other side, it may be a way for you to show your client that diluting the information may not be as effective as narrowing the ad down to more impactful info.
Here’s where you can flex your data muscles and A/B test your concepts. Split your message, develop each one fully, and then see which approach works better. You’ll be able to narrow your focus without having to fully give up a large chunk of your concept if you had to cut too much out.

One important thing to note about all of these options, is that it IS okay if you can't fit everything in. Clients (and sales reps) like to act as though all the heavy lifting needs to be done by the ads, but the onus is on the business owner to complete the sale. You’re just creating the funnel, and despite saying that all 500 items are VITAL and MUST be included in the ad, in reality they aren't worth the seconds.

If your online presence is out of date, you’ll end up out of customers.

Imagine, if you can, running an 8 figure B2C business with no website or social media.

Over my 15 year career, I’ve worked with just ONE that had maintained its success despite avidly avoiding the internet. One.
If you think you’re above using the internet for your business, you’ll soon find yourself under performing compared to competitors. I’ll say it again; neglect the internet and your customers will neglect your business. You may think you’re that ‘one’ that can ignore it, but if you’re still operating without a basic online presence, you may be missing out on customers you don’t know exist. Which is fitting, because if you aren’t online, people won’t know that you exist.

You don’t have to suddenly become a social media manager overnight, nor do you have to fork out thousands to build a custom online store and social media presence.

You just have to be there.

Internet invisibility may sound like a great idea with how little privacy we have these days, but for your business a lack of or a lacking online presence is effectively hiding your business from a growing number of potential customers (2.3 billion made an online purchase last year, billion with a B).

Setting and forgetting

Here’s the good news… it’s IS okay to just set up a facebook page or a website and call it a day. Controversial opinion, sure, however unless there’s some major change in your business, all the information you need to get across to your potential customers can be set up and forgotten about. The key is in having enough info there so anyone who tries to find you, has plenty of reasons to stay with you.
Want to sell more products online? Great. Think it’d be useful to automate customer quotes or bookings with a website? Awesome. Interested in setting up a chat bot through socials to boost customer service and support? Fuck yeah.
You don’t NEED to do ANY of that stuff.
Yes, establishing an online presence might seem daunting, but you don't have to do it alone. Some people like to have their hands on every aspect of their business, making sure every tiny detail is precisely what they want… but those people are unhinged. Unclogging a drain or fixing a leaky tap may be simple jobs but when there’s a disaster your spanner and bucket aren’t making you a plumber.
There are plenty of tools and professionals out there to help you get started, and once it's up and running, maintaining an online presence isn't as taxing as you might think. Update business hours here, post about a new product line there, you get the idea. You can even outsource the task, leaving you free to focus on running your business.

Glocalise your business online

The internet isn't just a marketplace, it's the marketplace. 80% of consumers worldwide use the internet for part of their shopping. 2.3 billion people bought something online in 2022. At the same time, over $500 billion was spent on public cloud services.
Whatever your business, if you’re not making the most of the internet’s reach, you’re likely to be steamrolled by the sheer number of people and businesses that are making the most of it. Having a solid online presence puts you on the world stage. It boosts visibility, allowing you to reach potential customers far and wide. The internet doesn't care about geographical boundaries—it's globally accessible, and that means your business should be too.
Going the step further from set-and-forget, utilizing the internet for marketing and sales is a vital step if you want to continue to grow your business outside of your physical location. Even before people were locked down during the pandemic and discovered the power of online shopping and meal delivery, having a greater reach than your competitor has always been a strong advantage. Now the consumer is making it easier for you by telling you exactly how they want to access your business. Online.

No results found for…

Advertising morphs and changes over the decades, transforming as technology advances, but at the end of the day it’s always aiming to achieve the same thing.
Hey, uh, customer guy… don’t forget about me hey?
Using your website and social media to make your business look and sound as good as possible is not too different from the old “AAA Lawn Services” trick in the yellow pages. Now you have more tools at your disposal, and more ways to show off why your business is the bees knees. Think photos, videos, creative and interesting content, expert advice and tips, see what I’m getting at?
Ever try to Google something and can’t find a result? That disappointment/frustration is exactly what you want to avoid associating with your business. Establishing a strong, professional online presence not only boosts your visibility but also elevates your credibility. You need to show potential customers you're serious and competent in your field. The more you do with it, the more customers will elevate your brand in their minds.

Say it with me, efficiency

Going online isn't just about expanding your customer base, it's also about making your operations more efficient.
Quotes, online ordering, detailed product information, inventory management, email marketing, social media, live chat - these tools aren't just fancy add-ons, they're necessities. In essence, they streamline your operations, helping you do more with less. Best part? Almost all of this can be set up quickly and easily with services like Squarespace. Pick the kind of website you want, set up the services you’d like to take advantage of, fill in the gaps with photos and GREAT, PROFESSIONAL COPY HINT HINT NUDGE NUDGE SAY NO MORE, and you’re good to go. I’ve knocked together one-pagers in a day that can scale up to include a wealth of options that will help the internet become an extension of your business.
Mind you, we’re not even talking about the benefits of having all of this set up for when you aren’t at work. Online quote system? Now you can quote jobs while you sleep. Online shop with well written detailed product descriptions? Now your customers aren’t bogged down asking you 20 questions before they buy. Chat bot attached to your socials? Now your customer support is 24/7 with no gaps or delays.
If that’s not efficiency… I mean honestly, if you’re still not keen on using the internet for your business I don’t know what to tell you. We’d need to have a chat because I’d love to hear why.

The rising cost of browsing

Oh I know what else I can tell you; it’s this. No one has the time or money to just gamble on products or services any more.
If you can’t be found quickly, if customers can’t get the info they need easily, or if there are any roadblocks or barriers to entry… I’m sorry to say but you’ve lost a customer before you even knew they existed.
In an era where time is money, customers are planning ahead. They're comparing options, looking for the best value for their buck before making a purchase. Research is king, and if you can’t be found, you’re out of the equation.
Having a comprehensive online presence makes you easily accessible, helping customers find you instead of your competition.

The takeaway? Ignoring or neglecting your online presence isn't just a missed opportunity—it's a major business risk. Businesses that fail to adapt, risk being left in the dust. So make the smart choice: invest in your online presence, and set your business up for future success.