Content is king
Design is important, visuals are important, but messages are key. Say it the way everyone will get it. Normal speak gets your points across and performs. Formal speak sometimes does, but it’ll be dead dull along the way. And it uses too many words.
Content in digital is hard. Simple content is hard. But so is earning a billion bucks.
We do the homework: know the goals, know the audience, decide on a tone of voice and stick to it, damn it. Use words that matter and get those messages across. Test, iterate, rethink, rewrite, test again. Kaboom. Business goals get met and bucks get earned, with more bucks on the way.
It took us a freakin million hours to hone this skill and start reaping results through humorous, direct, no nonsense original copy. We believe in it, understand it and do it well. And it wins every time and beats the shit out of formal tone when we test compare the two approaches. Yes we still know how to communicate kosher if that’s your thing. Although it’s kind of inhuman. And we are Human, so there you go.