Video Killed the Copywriting Star?
Bonnie Lowe responds to my call for questions and asks:
Some say 18-25 year-olds don’t read; they search YouTube vs. Google, etc. Does this mean copywriting is doomed?
This is a great question. After all, video killed the radio star way back in 1979…
Couldn’t video also kill the copywriting star?
On the surface, it seems like a plausible course of events. And yet I believe copywriting will remain just as relevant as it’s ever been.
Here’s why:
1. Some of the best buyers are also insatiable readers. Certainly, a fool and his money are soon parted, but the best long-term clients and customers are usually highly literate. They may even prefer a print letter over an online video.
2. Good sales videos require good video scripts. And good video scripts require… words! Let’s assume for a moment video becomes a better medium than the traditional online sales letter. Even if this happens, copywriters will still need to write sales copy for the video script.
Good sales copy — whether it’s in print, on video, or spoken in person — is at the heart of every sale.
And that’s why I believe video can’t kill the copywriting star.
Au contraire…
Video can only make the copywriting star more famous. ;-)
-Ryan M. Healy
