Long-copy versus short-copy seems to be a perennial debate in the world of marketing. When I first started out in direct response copywriting back in 2004 (and that seems a very long time ago!)… …the topic was being debated vigorously. Then as now, the evidence supports the effectiveness of long copy over short… …BUT the […]
The Long Copy Debate – A Word From Drayton Bird
Does long copy work… …or is shorter copy better? This seems to be a never ending debate… …and given new impetus in the current ADD, social-media driven, time-short world. Here’s the great Drayton Bird explaining WHY long copy produces results… “Drayton Bird Talks About Long Copy”
Should BP Be Planning Some Long Copy Ads?
And what would the great David Ogilvy recommend? Been following the Deepwater Horizon disaster and watching as it develops. Needless to say, oil major BP has something of a PR problem to deal with as well as the more serious issue of capping the Deepwater Horizon oil well. To give BP credit, they have put […]
“Scientific Advertising In The 21st Century” – Part 8 “Tell Your Full Story”
Welcome to the next part in my series “Scientific Advertising In The 21st Century”. In chapter 8 of his classic book, Claude Hopkins deals with what might be described as the “long copy” versus “short copy” issue. His conclusion… “There is no fixed rule on the subject of brevity. One sentence may tell a complete […]
“Scientific Advertising In The 21st Century” – Part 4
Welcome to Part 4 of this series “Scientific Advertising In The 21st Century”. “Mail Order Advertising – What It Teaches” is the fourth chapter in the classic book by copywriter Claude Hopkins. And again it goes to the heart of what Hopkins saw as key to success in advertising. Testing, tracking and measuring so that […]