Is longer really better? A ringside view by Charles Victor, NCD
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Do people really read much anymore. We are in an age of 140 characters. Even the most essential news on television is reduced to the ticker at the bottom. More than long copy is it long talking? If you look at debates and such programs on most channels it seems to be true. And how would long copy score in the digital era? Where freshness of content is the only master.
Hi Vinay! Extremely pertinent question and one that I toss around in my head more often than I’m tossing away long copy drafts! In fact, without giving away too much, I’m sure something that’s going to be here soon will present you a whole different solution (or an entirely new problem, which is even more exciting!).
Thanks Charles for a really making the post long & interesting.
Who can forget ads like ” There is a spelling mistake in this ad “, At 60 miles an hour the loudest ….. of the electric clock etc.. there are innumerable examples of words weaving magic, copy which you could really feel as if somebody was right there sitting in front and conversing with you and keeping you engaged.
We need the magic back in our advertising. We need writers who put pen to paper and brush aside the key board
That’s a great point you made about long copy conversing with the reader. I think it’s an extremely effective approach in an age where words like ‘engagement’ are used so loosely.
Very interesting Charles! I absolutely believe in the power of copy even today, and I’d say it’s an inter-play of copy and typography that fuels imaginative thoughts. I love the Jack in blue jeans, shirtless visual!
Thanks Wesley! I seriously do believe copy can be as visual, if not more, than no copy advertising!