Eight words that should never be used in advertising:
Lorem ipsum dolor sit amet, consectetur adipiscing elit.
I’ve done it before, sad to say. It’s been many years, but I’ve presented conceptual work to a client that had “Lorem Ipsum Dolor Sit Amet” as the headline. I’m not proud of it. But really, the client is so easily distracted by the headline copy that it clouds their ability to clearly see the amazing design and layout intricacies. Right?
Wrong. As consumer consumption of brand messaging is becoming flat across multiple touchpoints, taking a ‘chip off the old block’ and re purposing content over and over is no longer an option. The question is “where is the customer and what do they want? Right now?” A mobile app could provide a different value to the customer than say a website. So many times you see the same content appearing at multiple touchpoints. Most often, in the case of web projects, content comes after the IA and wireframe process. And how can this be? If we are expected to build experiences that provide extraordinary value to consumers, we must undoubtedly understand and develop the content flow in order to do so. And this is why content structure and strategy must become a more integrated role in creative agencies.
Modern Climate is continuously looking for opportunities to improve the value of customer experiences we create for our clients. Being an advocate to the consumer means finding the understanding to the situation and providing the best answer through the most efficient interface. Working in Minneapolis we are fortunate to have quite possibly the nation’s best content strategist in Kristina Halvorson. A few years ago Kristina transitioned from web writer to web content strategy after her frustrations traveled all the way back up the chain to the beginning, not the end of web-based projects. (See Kristina’s company, Brain Traffic) It’s a field that every communications agency must begin to integrate into all deliverables.
Together we can help put and end to the reckless use of Lorem Ipsum.
Tags: brain traffic, content strategy, lorem lpsum
