Today’s object lesson in the art of micro-copywriting revolves around that timeless adage, “less is more.”
Word counts in e-tail copy are shorter than ever; what to do then, when faced with a count of a mere 20 characters (including spaces)? How to bring out the maximum bling without resort to Barnum & Bailey theatrics?
As an editor for a major travel e-commerce company last year, I was asked to revise web content for hotels all around the globe. The screenshots on this page each have 3 copy blocks that highlight pertinent details about Location, Hotel Features, and Guestrooms. Often, the teaser headlines for these sections were exactly that: all utility, no imagination.
So what I did was to pinpoint keywords or phrases about the locale, the property itself, and the rooms within…phrases that appeal to the consumer’s need for luxury, for something outside ordinary, everyday experience. Reeling them in with more seductive phrasing, such as “Oceanfront dining” or “Museum next door,” the copy I wrote enticed the traveler to take a closer look…
Even a modest lodging can be an occasion for wit and creativity. An inn in Kenilworth, New Jersey boasts proximity to both the Hartshorn Arboretum (home to a nearly 17-acre bird sanctuary) as well as Baltusrol Golf Club, yielding this immortal headline: Birding & birdies.
Want to see even more samples? Just ask.