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« Online Objectivity Paves the Way to Online Success | Main | Words with Pizzazz and Razzle Dazzle . . . »

Type, Audio, and Video

In “The Most Powerful Form of Advertising” the argument is made that copywriting is the most powerful form of online advertising. Depending on the type of web site and the information being presented, the written word might be the most effective way of presenting information.  Words are clean, simple, and to the point.  “What about multimedia?” Multimedia is wonderful and has its place on the Internet. Yet multimedia can also complicate things and add a tremendous amount of cost to any web project.   

Content Driven
Visit some of your favorite web sites. What is the balance of words to multimedia? One of my favorite web sites “Abandon & Little Known Airfields” is composed entirely of text, html links, and pictures.  The web site contains a tremendous amount of historical information on abandon airports across the United State. There aren’t any flashy graphics, audio, or video, just really interesting information.

Books versus Movies
There is something about the written word that cannot be replaced with audio, video, or other forms of multimedia.  Consider some of your favorite books.  Many books become motion pictures. How many times have you walked out of the theater and said to yourself, “I enjoyed the book more than the movie.” Words have an interesting way of setting off our imagination.  Regardless of how good the cinematography or specials many movies can’t match the impact of ink and paper.

On the Internet the user is always looking at the quickest and easiest way to access good information. One of the easiest ways to get information to the user is by using nothing more than words.

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