Q: How do we read and perceive digital content compared to printed texts?
The human eye and brain do not suddenly behave completely differently when confronted with a new medium. But they do adapt.
They are drawn to things that stand out - like faces - and to things that move or flash, just as they do when walking down the street or in commercials and ads.
But there are important things to keep in mind:
Since the "page" can be any length, you need to make sure people's eyes keep moving down. For example, by showing only the top half of an image so they have to scroll down to see the other half.
This is exactly what you should do in printed text - even though many people don't realize it; you should end a page or column in the middle of a sentence so people keep reading.
It's just like a TV show or novel, where you end an episode or chapter right when something interesting is about to happen.
One main difference with the medium is that people are impatient online. If you don't give them something interesting within two or three seconds, you lose them.
Q: What should be the messages of digital marketing? What are the proven tactics and techniques for crafting those messages?
The same as in all media.
Provide a clear, concise and credible benefit. Show very quickly that you can solve a problem that people care about.
Don't talk about yourself. No one cares about that. Talk about the prospect and how you can help them better than your competitors.
Make an offer for something free that requires people to provide their email address.
Keep sending helpful information until they buy - or tell you to stop. Never give up.
The first sale from people on my list comes after an average of 344 days.
Q: Can you point out the three basic rules for online copywriting? What should the writing style be on social media?
Use text emails to new prospects as they seem more personal. After they sign up for your offer, HTML works well.
"Use simple words that everyone knows and everyone will understand" - Churchill.
Write as if you were talking to someone at home, in the office, or in a bar. Don't use fancy business language. Everyone hates it.
Use subject lines that arouse curiosity, surprise, suggest a benefit, and make people want to read on.
If possible, they should make people smile.
Last year, I started a whole new business with a single line:
"Grab a fit young bird on the cheap".
People wondered what a fit young bird was (usually meaning an attractive girl). They liked the idea of something being cheap.
I actually introduced a service of my young copywriters. Now we have a constant flow of work
Q: What is the right balance between text and visuals (images, graphics, video... ) in digital marketing?
There is no right balance. It depends on what you want to sell. People love images; and if you are selling fashion, they are more important than words; but usually the text makes the actual sale.
Long text works better than short, but generally not in your email, which should send people to a long landing page.
Don't use posed or library images; they look wrong.
Q: What techniques attract the most attention in digital marketing? What are the magic words that hold attention? What would draw people to our site and get them to read all the content?
Videos that need to be informal, not official looking or expensive.
Videos where a hand draws a cartoon are especially effective.
The same words work in this area as in all others. Emotional and auspicious words, such as:
Love, hate, mother, fear, scare, win, now, new, finally - and so on.