The unforeseen benefits of terrorism bring new meaning to the phrase “take-off”
About the Author
I've spent the last 15 years working with Drayton.
And, as well as writing copy for our clients, run the agency side of the business.
Spot on. I'll scream if I get another so called “expert” telling me to keep the copy short as no-one will read it otherwise. Anyone remember the full page Amnesty adverts from the early 1990s? Sure, only a handful of people will have read through to the end, but I can almost guarantee that those who made it that far were gripped, motivated and ready to open their wallets.
Depends on your objective though. For responsiveness: as above. To get a message out to the masses, there is a role for snappy copy (“Catch it, Bin it, Kill it” comes to mind.) Horses for courses as always. Some old geezer had something to say about it in “Commonsense Direct Marketing” I think but I seem to have lost my copy…
Spot on. I'll scream if I get another so called “expert” telling me to keep the copy short as no-one will read it otherwise. Anyone remember the full page Amnesty adverts from the early 1990s? Sure, only a handful of people will have read through to the end, but I can almost guarantee that those who made it that far were gripped, motivated and ready to open their wallets.
Depends on your objective though. For responsiveness: as above. To get a message out to the masses, there is a role for snappy copy (“Catch it, Bin it, Kill it” comes to mind.) Horses for courses as always. Some old geezer had something to say about it in “Commonsense Direct Marketing” I think but I seem to have lost my copy…