Does anyone read anymore? You tell us.
Have you heard? Nobody reads anymore.
Not books, not billboards, and definitely not blogs (like this one).
We barely tolerate a headline. We scroll past a paragraph like it’s the plague. And we rarely, if ever, make it to the end of an article.
So says LinkedIn, anyway.
If the rumours are true, it’s not great news for copywriters. After all, we’ve staked our careers on the stubborn belief that words matter, and we who write them have the power to spark ideas, conversations and even actions.
Our pen, or keyboard, is akin to a magical megaphone. One that gives brands a unique voice, personality and point of view. Used strategically, creatively and authentically, that voice can move people, connect communities and even shift culture - all in favour of the brand you’re writing for.
So is the art of copywriting really at risk of extinction? Have tiny attention spans, TikTok and ShakespeareGPT made humans allergic to a fat block of text? And what would that mean for brands who have something to say? Something longer than 10 words.
Here’s the thing: people aren’t reading less, they’re simply reading more selectively. The real challenge for brands isn’t “how do we say this in fewer words?”. It’s “how do we earn the right to be read at all?”
Less isn’t always more
We’re undeniably living in an attention economy. Time is scarce, feeds are endless, and expectations are higher than ever. People don’t have to settle for subpar content anymore, so they don’t.
Sure, you shouldn’t waste anyone’s time with endless waffle. But it isn’t length that determines whether something gets read – it’s quality, relevance and resonance.
If the “people don’t read” mantra has haunted you, or turned your editors into Edward Scissorhands impersonators (“cut, cut, cut!”), please toss those three, salty words into the nearest, imaginary dumpster fire.
Shorter copy isn’t guaranteed to command attention. It’s just…shorter. Take the two examples below, courtesy of Sean Doyle in D&AD’s The Copy Book.
“Women don’t get the recognition they deserve.”
“Ginger Rogers did everything Fred Astaire did. Only she did it backwards and in high heels.”
They’re both saying the same thing, but which one will you remember tomorrow? (Hint: you’ve already forgotten the first one).
Earn the right to be read…and remembered
So, if we’re living in a world of selective readers, how should brands capture - and keep - their attention?
#1 Never underestimate the audience
Instead, get to know them inside out. Understand their needs, likes, quirks and pet peeves. Figure out what tickles them, what infuriates them, what unites them. Then make them feel seen…or at the very least, entertained. Once you know who you’re talking to, reach out and make yourself memorable.
#2 Break rules cleverly
No brand should ever be bland. If your competitors are doing and saying the same things you are, you’re just another brick in the wall. It’s not rocket science, it’s human nature. We’re drawn to those who stand out from the crowd. Who we relate to and admire. And there’s nothing less admirable, than a corporation peddling the same tired message, in the thinly-veiled hope you’ll buy their wares.
So be original. Be brave, be bold. Even on a budget. Especially on a budget. It will pay in the long term.
#3 Respect the holy trinity
David Ogilvy famously argued “the more you tell, the more you sell”. That may be true, but telling doesn’t always involve words. Brands can share their story, what they stand for, who they serve and what their North Star is, through more than just language.
The best brands combine strategy, copy and design from the get go. They create a single, cohesive and authentic brand or campaign. One that cuts through all the noise, and lives rent free in people’s minds.
Anyone still with me?
God only knows what I'd be without you. You’re my proof, dear reader, that the world has underestimated you. That you have a brain, and it’s capable of reading a simple sentence - or dare I say, article. Please, do not go gentle into that good night.
To brand leaders I say this: you can give your team the freedom to take risks, break rules, write snippets or reams of really good copy, and resonate with readers. So do it.
To my fellow copywriters, a simple sign-off: keep the faith and carry on.