Long copy works…
Except when it doesn’t. Here’s what I mean…
Went on an Amazon binge yesterday and got my self a copy of “Mode One”, by Alan Roger Curie.
In one of the chapters, he quotes the following adage,
He was talking a lot, but he wasn’t saying anything
And he explained how, just because you’re saying something, it doesn’t meant you’re communicating.
There’s a razor thin line between taking, and communicating
You can read off a list of random words from a paper and you won’t be communicating anything to the listeners.
It’s just like how we’re taught long copy outperforms short copy.
However, there’s a fine line between “long copy”, and a whole load of bullshit. You can write a 25 page ad for a product and that’s perfectly fine if each sentence…each word serves to move the reader closer to the sale.
When you try making an ad “long” for the sake of “being long”, you’re waffling.
You’d be no different to the man whose talking a lot, but not really saying anything
It’s real easy to take the simple concept of listing the sales points, giving a reason to buy now, and asking for the order. And blowing so out of proportion, it’ll feel like you’re trying to get from A-B… by going through the rest of the alphabet first.
That’s why a strict copy editing regime is needed to keep ads straight to the point. Just like the regime I use for all copy editing work. Mosey on over to jaymakoni.com/write-my-copy and we can work out how to present all your sales points in a coincice, NO BS way.
To make sure you’re communicating with your customers, not just talking to them.