There\u2019s a ton of advice on the internet about how writing should be “snackable” to meet the frenetic attention spans of the internet audience.<\/p>\n\n\n\n
The idea is to write all copy in bite sized portions so it’s easy to read. <\/p>\n\n\n\n
Nothing long. And certainly nothing nuanced.<\/p>\n\n\n\n
Makes sense, right? After all, the average adult attention span on the internet is 8 seconds. So why not build you marketing messaging around that, right?<\/p>\n\n\n\n
Bullsh*t. Don\u2019t buy it.<\/p>\n\n\n\n
That philosophy neglects the multitude of business buyers who are on the internet to educate themselves on topics that may very well include your company’s offerings.<\/p>\n\n\n\n
If it does, can you really differentiate your offerings with bite-sized bits like “better” and “best?”<\/p>\n\n\n\n
Of course you can’t, and hopefully you won’t try. <\/p>\n\n\n\n
Copy needs to be polished, well edited, educational, and captivating. But snackable should not be a criteria you use.<\/p>\n\n\n\n
Snacks don’t satisfy. They typically leave the snacker yearning for more. If that happens with your copy, your prospective buyer may head to your competition is search of content that satiates their appetite.<\/p>\n\n\n\n
Nuance Satisfies <\/p>\n\n\n\n
I spent 10 years writing highly nuanced, focused, creative, persuasive copy on technically complex issues for Invata for all mediums from websites, to blogs, to videos, social media, and more. Before that, I wrote for Harvard Business School Publishing. Before that, for Hollywood.<\/p>\n\n\n\n
In every instance, nuance was the hook that educated, reassured, and persuaded prospects.<\/p>\n\n\n\n
Nuance is what will differentiate your brand and sell your offerings.<\/p>\n\n\n\n
If you\u2019re selling the same thing as your competitors, then you\u2019re selling on price. <\/p>\n\n\n\n
It doesn\u2019t even matter if your offerings are better than your competitors, by the way, if your prospects think they\u2019re the same. <\/p>\n\n\n\n
Their<\/em> perception is your<\/em> reality.<\/p>\n\n\n\n That\u2019s why the optics of your brand matter so much.<\/p>\n\n\n\n And that\u2019s where nuance comes into play.<\/p>\n\n\n\n Nuance can turn your company from an also-ran to industry leader in your prospects\u2019 minds.<\/p>\n\n\n\n So embrace it. Search for it. And celebrate it in your marketing messaging.<\/p>\n\n\n\n That\u2019s what will grow your business.<\/p>\n\n\n\n
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