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A successful digital signage strategy is dependent on powerful digital signage content – and core to this is attention-grabbing copy. Copywriting for digital signage differs from traditional static mediums; or at least it should. By taking advantage of basic animations and transitions; by flowing information and calls-to-action across a series of slides, you can capture an audiences’ attention then drive a message thoroughly and deeply for maximum engagement. Use the screen Don’t cram all of your call out information or sales offers on to a single static slide. Use the power of digital signage to ‘lead’ an audience from one slide to the next. End your copy with a promise or adverb, for example… 'Save 30% today… here’s how' or ‘These are the best shoes for marathon runners… here’s why'. A good rule of thumb to go by is to have no more than two messages per slide, with a maximum of six-seconds reading time between each transition. The power of the headline Headline writing is an art form, and copywriters and editors pride themselves at being able to deliver maximum information in the most thought-provoking and engaging way. Be sure to implement the key lessons of professional headline writers in your in-store digital advertising copy: keep it short; be of use; provide a sense of urgency; and offer something unique. Call and response You can amplify the effectiveness of slide transitions by employing call and response copy writing techniques. Write a preposition sentence for your first slide – for example: ‘Do you want to be a faster marathon runner?’. Then answer it in the second slide: ‘You can be with the latest Nike Air Max’. Personalise and localise One of the key advantages that digital signage has over static is the ability to localise and personalise content – and is key to creating copy with maximum impact. For example, a department store can section off its digital signage, so the women’s clothes department uses different language and calls-to-action from the men’s section.

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Use parallelism and repetition  Some of the most iconic copywriting examples rest on the power of parallelism and repetition of key words and phrases. ‘The Future’s Bright. The Future’s Orange’ is such an example. Repetition helps longer pieces of copy become more memorable as fewer individual words are used, thus aiding recall. Calls to action are important If you want an audience to take action, you need to be very clear in what action that is. Start your CTA with a verb, such as ‘Pick-up…’ ‘Buy…’ ’Try…’. Then position the subject with as few intervening words as possible. Unlike other advertising messaging, calls to action need to be shown on a single screen in its entirety, and given enough time to be fully read; around six seconds per slide. Serialise copy If a retail environment or restaurant, for example, has multiple digital signage positions, experiment with serial messaging. This means continuing, adding to, and reiterating calls-to-action and information as an audience moves about the environment. For example, one screen at a store entrance can show an on-offer product saving; a second screen can sell the products benefits; and a third can offer a direct call to action  and sense of urgency, such as ‘Today only - save 30%’.   Image credits: www.realmotion.com.au www.bwehometheater.com www.presentationpoint.com   Get the best content from ASUS Business Hub sent to your inbox. Sign up here.