Offline vs Online Copywriting

Embracing offline copywriting may seem a little counter-intuitive in these days of online copywriting and digital marketing. And yet: there really is no substitute for ‘getting up close and personal’ if you want to maximise returns on your investment. Increasing numbers of people are realising that we neglect offline marketing at our peril. Since Google started playing God with SEO last year, we should all bear in mind that when we’re reduced to relying on Google’s rules, we’re throwing away our marketing independence. By having another string to your bow – i.e. offline marketing – your business will never be over-reliant on Google’s whims. ‘Offline’ never really went away, of course. Major money is still spent on things like events and exhibitions, seminars and conferences, press and broadcast advertising, media relations, brochures, posters… the list is long. There’s a danger that the online digital world can blind us to the possibilities of the more ‘traditional’ marketing techniques. It’s true that ‘online’ is now a well-established part of the marketing mix that’s impossible to ignore. To many people, online marketing has quasi-magical properties in its geographical reach, quick turnaround and cost-effectiveness. The drawbacks of course are that clients tend to pigeon-hole suppliers or agencies, putting them in the boxes from whence they came – and leaving them there (on the assumption that they can’t do other things). The contrast with the offline world couldn’t be more stark. In general, clients tend to allocate more time to ‘offline’ and discussing the bigger picture. Almost inevitably, the discussion will come round to the possibility of introducing complementary online techniques. These will occupy... Read more...