3 Copy Tips For Your Digital Signage Network By Franklin Lucer At Isnare.com Ezine Articles

The reason that you (or your company's management) invest in a digital signage network is because you hope that it will deliver a specific result. In a retail setting, that may include lifting in-store sales. In a public venue - such as a train station, hospital, or museum - the goal may be to provide directions and information in order to unclog floor congestion.

Whatever the purpose, your signage network's content has a difficult job to do. It must not only capture the attention of passersby, but it must also encourage them to view the segments. And even that is not enough. The content must be carefully developed to deliver the specific result for which your network was intended (increased sales, less floor congestion, etc.).

Below, I'll give you a short list of 3 copy tips that will help you and your marketing staff create content which accomplishes all of the above. These are the same tips that advertising agencies use to develop effective promotional campaigns for their clients.

#1 - Keep Context Consistent

Icons, symbols, and other visual elements can hold different meanings for different people. Sometimes, the contextual difference is due to heritage. Other times, it can be due to religion, age, gender, or simple upbringing. The problem is that if a segment contains visual elements that mean different things to viewers, it will cause a disconnect.

In most cases, your audience will be able to "reconnect" based upon their surroundings. If they see an element that carries a particular meaning for them, they'll adjust their perspective in order to match the appropriate context. Unfortunately, that momentary disconnect can also cause them to lose interest.

Limit your use of elements (as much as possible) that might cause a contextual interruption.

#2 - Don't Distract From Your Message

Signage network owners, excited by displaying high-end videos and graphics on their digital screens, often unwittingly lose their viewers. That's not to suggest that people will simply walk away. The audience might stand rapt, watching a segment, but fail to comprehend the intended message. The reason is because their attention has been diverted by what they're watching.

For example, a car commercial might show a gorgeous couple frolicking on a desolate sandy beach with a car in the background. The viewer's attention is drawn to the couple (people notice people before things). By the commercial's end, the message (presumably, to buy the car) has been lost.

Avoid using elements which distract your audience from your intended message.

#4 - Include A Clear Call To Action

Just as an effective newspaper advertisement contains a call to action, so too, must your digital signage content. Don't make the mistake of relying upon your audience to act on their own. Most will not. If you're using your signage network in any capacity that requires your viewers to act, you must tell them exactly what you want them to do.

For example, let's suppose you have deployed a network throughout a shoe store. Let's further suppose that you want your store visitors to buy a particular item. Your content should tell them to do so in a short, concise command (i.e. "Buy this shoe today."). Behavioral experts have long noted that people are much more likely to take an action if they're doing so in compliance with a command.

Use a clear call to action in every content segment that is created to produce a given action.

As I've said in the past, digital signage is no longer a new technology. People will not invest time to watch content that fails to inform or entertain them. For signage network owners, that presents a challenge. They must reach people quickly, draw them in, and motivate a specific action. Use the 3 tips above to help ensure your signage network delivers the results you need.

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