A text message is only 160 characters – so you might be thinking, ‘how can I screw that up?’ That’s the wrong way to think about your SMS copy-writing. Why might you think that? Text Messaging is low cost, simple and feels informal and – in some ways – not professional. However, the quality of the copy of SMS marketing actually is very important – after all the goal is to generate positive ROI and a good response. Quality copy – even only 160 characters of it – can make a big difference..
So – let’s try these simple tips to improve your text message copy-writing skills. Not writing your own SMS copy? Send this article to whoever on your team is writing them.
1. Avoid the “Text Talk” (Unless You Must Use It)
Unless your customer base is made up entirely of teenagers, keep your SMS message as professional as possible. Use traditional grammar and spelling. You’re never going to alienate customers through the use of standard conventions – but unprofessional abbreviations of text, can cost a client. If you have to abbreviate to stay within the 160 character limit, follow standard abbreviations and avoid the jargon of the Internet.
2. Give Your Call to Action An Incentive
People hear “Act Now!” and “Call today!” so often the feeling is almost invisible. Instead, offer a discount, the choice of upgraded status or elite benefits if they send a text messages or reply to your message. A special lunch time, for example, includes a time window, which can motivate immediate action.
3. Use Words That Evoke Emotion — And Action
Make the most of those 160 characters by using words that evoke action and emotion. Every industry has its own set of words that speak loudest to the client, so use them to paint a beautiful picture of what will happen when a customer replies to your message.
4. The Key Is Focus
SMS Marketing allows you to easily segment and track your message to smaller groups of people. Use one Keyword with an appropriate response for your radio ads, and use a different one for your print ads. Who are you marketing to on the radio versus print? The answer to that is the focus of a particular campaign