The long copy ad. An engaging conversation with the target audience. The
ultimate test for copywriters.
Over the past decade, with the advent of new media channels, the
legendary long copy ad seems to have diminished in its presence and importance.
In its place, visual puns with snappy headlines, viral videos, flash mobs and
augmented reality.
In the fast-moving age of instant gratification, is the long copy ad
still relevant?
Well, it depends. Surely, it wouldn’t work for a billboard. It wouldn’t charm
a 5 year-old kid. And it’s certainly not suitable for Facebook advertising.
But at a train station, in a newspaper, or on a café table. With an
eye-catching headline, engaging copy and a powerful message, you’ll see it work
like a charm. A good long copy ad captivates its readers and allows the
advertiser to talk to its target audience. And of course, it can be as
convincing as your best friend telling you about his or her personal experience
with the brand.
Sure, a picture says a
thousand words. But a single word can inspire a million images. And stringing
all these words together to form a compelling story? That’s long copy.
Today, we pay tribute to long copy and present to you a few gems we’ve
found. Happy reading!
