11 copywriting tips for mobile apps in 125 characters or less

Paul Leonard - Post Date: 18/07/2011 1:47:17 PM

We’re in the middle of a mobile app copywriting project for a client – an app all about helping people find things.

The challenge: Write compelling descriptions – snippets of info – for over 1,000 items in ‘125 characters or less’.

That’s basically 1,000 ads, each condensed to 125 characters or less from source content of HUNDREDS OF WORDS. A tough ask.

It’s been a steep learning curve as we find ways to cram more info into fewer words, while making it fun and easy to read.

So this week, my post comprises paragraphs of 125 characters or less (go on, count ‘em) about copywriting for mobile apps.

Here are my 11 all-important, brevity-focused mobile app copywriting tips.

1. Use your thesaurus. 9 times out of 10 there’s a shorter word that will help you reduce your word and character count.
2. Bend the rules a little. Don’t butcher your copy with text shorthand, but clear communication takes priority over syntax.
3. Abbreviate. As long as people will understand the abbreviation, do it. Same goes for acronyms.
4. Use contractions. Use ‘it’s’ not ‘it is’, ‘you’ll’ instead of ‘you will’, etc. It makes your copy easier to read anyway.
5. Use verbs. Calls to action are key (what do you want people to do?) so start your sentences with verbs. Cut to the chase.
6. Prioritise. Got 300 words you need to condense? Cut the non-essential stuff, then prioritise the rest. Be ruthless.
7. Woah there Shakespeare. This isn’t a work of art. It’s communication. Forget your artistic flourishes. Focus on the point.
8. Chop it up to cut it down. Sometimes you can shave off a few valuable characters by simply restructuring a sentence.
9. Numerals are fine. Forget conventions about spelling out numbers. Nobody really cares. Use numeric characters.
10. Proof read it. After constantly rereading and shaving off characters, you can go word blind. Check your work.
11. And check it again. Don’t let your eyes and brain fool you. Walk away, have a cuppa, then proof it all again for typos.

Paul Leonard is the co-founder of Caboodle Copywriting, a team of freelance website copywriters in Australia.

1       comments