Diary of an Ad Man

June 15, 2019

“YOUR COPY IS NOT LONG ENOUGH.”

In all my years of writing ad copy, I’ve only had one client who told me “YOUR COPY IS NOT LONG ENOUGH.”
Come a little closer, I want to tell you something about this guy…
…He was perhaps the smartest marketer I’ve ever met.
He knew the truth… that “people” will not read all that ad copy… but “people” and “prospects” are not the same things. You see, “prospects” are damn hungry for information, and THEY will read any amount of ad copy, as long as it’s interesting and helpful.
A lot of clients initially told me my copy was “too long” and I had to put them in a choke hold, till they tapped out and admitted that we want BUYERS and long copy works.
But this guy… wanted more copy. He was smart. When you’ve got money on the table, you want to give prospects every reason to buy, don’t hold anything back. You just don’t know all the buying-resistance-crap that is swirling ’round in their head.
Information leads to positive buying reactions.
The lack of information leads to building a “worst case” story of imagination in their head.
PROOF: If you’re advertising an office space for rent. And your ad says “OFFICE SPACE $500 A MONTH” and that’s all… folks can sure make up a story about why it’s so cheap, or so expensive. We all assume the worst with a lack of info.

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