It’s an ancient saying...”Jack of all trades, master of none.” But it’s never been truer than it is today.
For the past few years I’ve been seeing Help-Wanted ads for “Copywriter” where the job requirements include writing blogs, social media posts, articles, websites, press releases...and yes, advertising.
Small wonder why so many ads...on the Internet and otherwise...are so completely INEFFECTIVE!
Ads are being written by writers who would probably rather be writing a novel. They’re not trained in...and have no natural aptitude for...WRITING PEOPLE-MOVING ADVERTISEMENTS!
As for digital advertising...the Internet has propagated an “anyone can do anything" culture. Unfortunately, for me, that includes writing ads. And unfortunately for you and your business, THAT INCLUDES WRITING ADS. Company heads are doing it. Or their secretaries are doing it. Or SEO “experts" are doing it (and charging you for it).
The SEO crowd (that’s Search Engine Optimization to the uninitiated) doesn’t deal with human Emotional Appeal. But keywords? They’re all over that! And unfortunately your business may soon be all over if you put too much faith in SEO-based “keyword” advertising since most of it SIMPLY DOESN’T WORK. And that’s not just me saying it:
http://www.theatlantic.com/business/archive/2014/06/a-dangerous-question-does-internet-advertising-work-at-all/372704/
That article appeared in The Atlantic a few years ago. Consider that the Internet has grown since then, further reducing your odds of being seen...and being clicked on by actual customers.
Now that’s not to say that I don’t write...or myself use...digital advertising. Chances are you’re here thanks to one of my Google Adwords or Linked-ln ads. But, in a way, digital advertising is like any other advertising...only more so! If it doesn’t grab you INSTANTLY, and get you to respond INSTANTLY, it’s dollars down the drain. Sure, Internet advertising seems cheaper than running an ad in The New York Times, or a TV spot, or a radio spot in a big city. But when all is clicked and done, what will you be left with except, usually, DOLLARS DOWN THE CYBERDRAIN.
