The Influence of Technology on Copywriters
I recently contributed to a collaborative article to be published in a direct marketing newsletter.
The article explores how technology has influenced copywriters and the art of copywriting. Here’s how I responded to the questions.
Are you still doing the same sort of projects you did five years ago? A year ago? Six months ago?
Actually, yes. I’m still writing long form copy. I’m still writing email campaigns. I’m still writing PPC ads and landing pages.
But in the last year I’ve begun writing video scripts on a fairly regular basis. Five years ago, this was not the case.
Has technology changed how you approach your assignments? Has it changed clients’ demands?
Yes, technology has changed how I approach assignments. For instance, I have a membership to a web site that archives successful direct mail pieces. I use the site to generate ideas for new projects.
I also recently installed Dragon Dictate. I’m now dictating first draft copy instead of typing it.
Client’s demands remain similar, although today I get fewer requests for help with web design. This is because WordPress and other publishing tools have made it easier than ever to publish sales copy to the web.
And, as I mentioned above, client’s are now demanding video scripts they can use to create sales videos. I see this trend gaining momentum as sales videos augment or replace long form sales copy in many markets.
Has the copywriter’s art been affected (for good or ill) by advances in technology?
Yes on both counts.
As technology advances, it provides more and more opportunities for copywriters to find work.
Whereas in 2001 an online business may have only needed written copy for a landing page, now that same online business needs copy for the landing page, copy for an email campaign, copy for sales videos, even copy for affiliates to use in their promotions.
So the amount of work that needs to be done is continuously expanding.
On the negative side, technology has given most people on the Internet severe attention deficits. They’re overwhelmed by information and constantly distracted by incoming emails, new updates on Facebook and Twitter, cell phone text messages, etc. Their attention spans are extremely short.
So while reaching consumers is probably easier today than it’s ever been, the copywriter faces a bigger challenge now than in times gone by. He must be able to get attention and keep it long enough to get the desired action, which is not an easy task.
-Ryan M. Healy
