To Txt Speak, or NTTS. TITQ.
So you got that right? The headline to this blog post is perfectly clear isn’t it?
Shakespeare fans may have cringed when reading the headline to this post. But many say language, at least the written word, will soon consist of the sometimes cryptic acronyms frequently used in instant messaging systems.
“NTTS” is “not to txt speak”.
“TITQ” is, of course, “That is the Question”. Not very clever really given the rest of the headline but it probably made more than a few of you pause.
And for many that’s what “text speak” does. It makes us pause while our brains interpret what is being said. When it comes to marketing, that pause can mean the difference between a successful campaign and one that frustrates the customers.
SMS marketing is a balancing act when it comes to using text speak. With a limit of 160 characters in a standard message, you’re bound to need some abbreviations. But how much can you, and should you get away with? Let me share a recent example of a message I received from a local venue (I’ve blanked out the important info with *s!):
Depending on your generation, or how tuned in you are to the instant message and texting world, the above is either quaint, or you had to read it twice. In reality it isn’t too bad as far as text speak goes. There are no unknown acronyms, just shortened words and numbers in place of common words like to and for.
Honestly though, I had to read this one twice. Not so much because of the text speak itself, but because there was so much of it. I get messages from this venue probably two to three times a week. The last two and a half lines are always there, just as you see them. But for this message I guess they just had too much to say and decided to use text speak in a few other places too. Since I didn’t expect it, I needed to read it a couple of times to be sure I understood it.
But I could have decided it didn’t make sense and never look at it again. Maybe I could have decided to look at it later, but then forget after the moment had passed.
If you’re using SMS messaging for marketing, you don’t ever want to have your customers do either. You want them to act in the moment with a clear message and call to action.
Whether or not your message will be clear in text speak depends on your target audience. Do your research, know your customer, and then craft your messages so they will understand, and act, on them quickly.
Just for fun, I asked people in a marketing focused Facebook group to share the worst SMS marketing messages they’ve ever received. I was expecting a deluge of responses, but actually only a few trickled in. But those horrible SMS marketing messages are out there…the comments on my post proved it even if no one wanted to share (I guess they’re all shy).
In marketing, everyone wants to be more influential and persuasive in order to build loyalty and return custom. To gain the highest ROI, businesses want their marketing campaigns to speak to every individual in such a way that makes them feel connected and yet, with every will in the world, an SMS marketing campaign is only going to achieve this high conversion and success if it manages to tap into consumer psychology.
Is it a good idea to cram more information into your precious 160 characters by using "txtspk" acronyms and abbreviations? Yes and no! It depends on the audience and the message. In this post you can pick up some insights into this question and join us in dissecting a real life example.
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