Of course it isn’t. But it’s something we hear a lot in marketing circles. Those who believe it blame the Internet (because you can pretty much always blame the Internet) but also the audiences (that includes you) who just don’t have the time to read actual words. The fact is, we’re all far too cynical and world-weary to be bothered with text.
We’ve heard it all before anyway. ‘Marketing speak’, well, it just makes us yawn.
We don’t want words, we want images; we want fast moving flashing images, and cats, funny videos of cats.
And if you must force reading upon us, have the decency to limit your communication to 140 characters, or consider yourself ignored. We feel bombarded, we don’t have time, we’re scrolling on by.
We’re already back on the cat vids.
But at Cube3 we don’t put copy on the shelf to gather dust. We are an integrated agency and that means we use every marketing channel possible to strengthen our campaigns. We don’t believe that copy is dead. We don’t believe that audiences are too lazy/ cynical/ bored to read words, and we don’t think there should be limits put on textual communication. We appreciate the power of well-written campaigns and we understand that words can be a significant pivot in the creative development process.
The only copy that’s really dead is bad copy.
The ‘tone of voice’ studies that we deliver for our clients support the development or extension of the brands that we work with, helping us and them to clarify the best way to communicate with their market. We incorporate study of text into the development of creative for campaigns to ensure our messages are powerfully effective in every way.
We recognise that short copy can sometimes be more challenging to write well than longer copy and it doesn’t take any less emphasis on words to construct a concise message that encourages deeper or further engagement. In short, we have respect for words because we are all about effective communication, and we’d clearly be missing a trick if we didn’t.
As an agency we rely on copy as one route to delivering the ‘Four C’s’ to our clients:
– Consideration: of the way that we approach projects, words aren’t an afterthought, they’re part of our creative arsenal, whether we are working on or off line they contribute to the overall impact of our work.
– Creativity: Specialists within our team work on specific elements of a project but are intrinsically linked through research and insight that become the building blocks to all of our creativity.
– Consistency: We know that tone of voice and brand development research make our campaigns more powerful through consistency and clear messaging.
– Connection: Words can do pretty wonderful things to the imagination. Sometimes it’s about suggestion, sometimes it’s about explanation, but we always appreciate the imagination of our audience, how they connect one idea to another in their own minds. And that’s when the magic happens.