Copy cat, cut the crap!
“Awwww…It’s nice, but could you just chop it a bit? No one has time to read so much!”
Copywriters keep hearing this day in and day out much to their woe. Well, you would say,
so, what’s wrong? People really don’t have time to waste over lengthy, languorous copies.
Such copies refuse to come to the point at once. Well, it’s only an ad, not a story! Twitter is
allergic to clutter. WhatsApp, instagram can’t stand it either. So, everybody is happy with
those short, catchy headlines with crisp copy! (We mean those short two lines you don’t
have to spare even 20 seconds to read!)
Advantage, long copy !
When it comes to writing a descriptive copy about a product or service, the ad folk inadvertently relies on the trite maxim of “Let (their) brand do the talking”! And then everybody smiles smugly over their creative feat. But then, does that anaemic, 0 figure copy have the strength to pull the reader to the brand? Does it make her run after it like her life depended on it? Well, well… an elaborate and engaging copy is likely to do just that! The reasons are pretty simple!
- It has the advantage of space.
- It can describe the product in detail.
- It sounds more confident and convincing.
- It answers most of the queries the prospective buyer may have.
- Most importantly, it adds loads to the brand personality.
Remember that ‘Doughnuts are bad for you’ ad for Crispy Cream’ or ‘Is your life more interesting than a squirrel’s?’ ad for The Royal Park Foundation ad? Or that black book ad for a lawyers’ firm- ‘Which one of these men do you think would be best at rape?’ for The Solicitors’ Regional Directory?
Any long body copy worth its salt can still stand the test of time, fascinate the reader and finally, turn her into a true blue fan of that brand! So, let those juicy, mushy, peppy, passionate words steal the reader’s heart! Some people would willingly agree, and the deprived copywriter’s eye would twinkle with an unmistakable glimmer of resurrected hope!