10 Copy Tips for Interactive Media

Spread it!

Email This

Interactive media implies media that allows for a conversation - a two way dialogue - you can not only track where the consumer is going but you can also solicit feedback in real time. The web, email, social media, self service, & mobile are part of interactive media.

You need to communicate with clarity & creativity, keeping the consumer engaged - here are 10 tips.

First, choose your content based on the channel you are going to use. If you are using a kiosk - you need to be quick (people may be standing in line) & give the user options to choose from. If you are using mobile, reduce the content, but you can take a little more time and allow the consumer to think about a response. Email can be used to probe and serve up targeted content on the web site. Social Media can be used to solicit feedback in near real time.

Second, realize the importance of being brief. State your point, provide convenient links as needed, & think about the 'next step' or purpose of the page. Reduce your copy as much as possible.

Third, focus on your audience. Do not use big words or phrases that sound rhetorical or cool or things that are too complicated. Keeping your message focused on the audience level keeps them engaged. If you are too cool, complicated, or too serious you could confuse them or offend them.

Fourth, think about the message and how it ties in with the rest of the interactive screen. If you are serving up an ad on the landing page - make sure that it is contextual and doesn't draw away from the overall message.

Fifth, use an active writing style. You want both a reaction and a reply from a user. Carry out a conversation offering the benefit of your product / service rather than just stating the offering.

Sixth, organize your content to make it more effective. Headline, sections, bullets, clear icons, definitions, images, bold, italics, links - organize the information into 'chunks' of information so the consumer can find the information easily.

Seventh, you have the ability to change and adjust your message so keep testing what works best on a smaller group before releasing the content to the rest of your population.

Eighth, think about using rich media – consumers enjoy pictures and video. You need to leverage all of these ‘more than a thousand words’ channels as you try to engage the consumer.

Ninth, get your consumers to take the lead in conversations. Over a period of time, you will find that some of your consumers are active participants on your social media sites. Recognize these consumers as leaders and thank them for being proactive. Other consumers will appreciate your ‘user centric’ approach to dialogue.

Tenth, think about mixing up your messages to consumers across multiple channels. So if you start a conversation with a consumer on social media, you could send them an email, follow up with a mobile coupon, and close things off with a thank you at a self-service machine.