Shorter Is Actually Longer. Much Longer.
July 30, 2011 § 2 Comments
In the advertising community there is belief that long copies have become extinct. Well, although scarce we do see one or two now and then. But besides that I don’t believe it completely.
Before, the advertisements contained a loooong copy supported by a humouristic picture. The whole package normally narrated a story, like literally, about the brand.
As the world moved on, what happened to everything happened to ad copies. They became shorter and shorter and shorter. Or should I say brief. So basically, this particular change has made lot of people believe that the copywriters don’t write as they used to. Long. Not ture. Well, at least in a border sense.
Copywriters just moved on. Moved on from the traditional ‘writing’ a story to actually creating one. Instead of just telling people what the brand/product is all about, they have moved on to giving them an experience, a first hand experience. Which by the way, is a ‘story’ written/told/shared and what not by the customer itself.
Although not all the campaigns follow this, some do, and they become big.
The bottom line is, its like this favorite quote of mine, “Tell me, I’ll forget. Show me, I may remember. Involve me, I’ll buy it”.