Timely rules for digital copy. We have the brief. We probably helped write it. It has all the stuff, the objective, the key copy points, the call to action, timing and budget. Great! But will people understand it?
We put a stopwatch on copy. 15 seconds max, people can only concentrate so long, and not everyone reads at the same speed. If you can’t calmly read the copy out loud in 13 seconds there’s an issue. If there’s too much copy this is the time to talk about it, cut it down or rewrite it.
Is there a better way to say it? We work with copywriters on lots of projects. Even if the ad copy is pretty much etched in stone we’ll run it by one a copywriter. Is there’s a faster way to say the same thing? Can we make the communication better, quicker, easier?