Photo by Carrotcreative

Photo by Carrotcreative

We’ve all done it. Tweeted an innoccuous comment about being bored to tears by people writing blog entries telling us how Twitter will change the universe via some convoluted means or other. Something along the lines of

@benlocker Anything that doesn’t crow about how amazing Twitter is. If I read one more of them, I’ll puke.

Next thing you know, some smart-alec copywriter’s gone and put together a blog post about how terrible Twitter is for humanity with his tongue wedged firmly in his own cheek.

The thing is though, Mr Locker is wrong. Twitter might not cure world hunger, or fly to Pyongyang to rescue some journalists, but it will teach a valuable lesson to copywriters:

If what you say can’t be condensed into around 120 characters or less, people will get bored and go follow Ashton Kutcher.

Think about it for a moment. How many long copy adverts can you remember? How many lovingly crafted twelve page websites extolling the virtues of the next great product?

Now think again. How many straplines?

A Mars a day…

In’t milk brilliant?

Vorsprung Durch Teknik

And the list goes on. Stop writing to your audience, and start Tweeting to them. They might just listen to what you have to say.

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