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I don’t think long copy is due for a return. The reason it’s dead has less to do with fashion and more with practical reasons. Today it’s really easy to search
by arrrg 13y ago
I don’t think long copy is due for a return. The reason it’s dead has less to do with fashion and more with practical reasons. Today it’s really easy to search out all the information you want to. It’s not necessary to pack all that stuff into an ad.
(Another possible reason might be widespread testing of ads based on very simple metrics. I would imagine that less complex ads that have more space to show something other than just indistinct text might score better when it comes to recall and people linking the ad to the correct brand. Also, that wall of text might be a great benefit to the few people who are already really excited about the advertised company or product, but the rest – and what might be an overwhelming majority – will probably just ignore it. And so it gets real hard to see any impact – even though the impact might very well be there for those few who really engage with the copy. Or not. You would have to test that.)
- ulisesrmzroche 13y agoWhy would you want to lose your reader's attention by sending them to another page? That kills how much you sell with that ad. The prospect may choose to learn more about your ad, but you don't want to lose their attention like that. Getting a half-sold prospect out of your page is just losing a customer. Just look at an informercial for example, the copy can easily take over an hour of narration. Also, widespread testing of ads has been done for a very long time, it's not like research in marketing has never been done before. Long-copy always sells more than short copy. The trick is to write long copy well, which is not something that everyone can do.