Vote for Long or Short Ad Copy


The 5th Deadly Communication Sin of Advertising is... Loooooooooong Sales Copy There is a controversy over this among the marketing gurus out there, but in my humble opinion, long sales copy only sells to men and, then, only when they are deeply interested in that subject. If you market to women, keep it brief! Most women are busy wearing many hats: wife, mother, housekeeper, baby sitter, teacher, medic, career woman... Most of the women I survey say that they don't have the time to read long, hype-y sales copy that doesn't reveal what they are selling until the very end. Most women like short and sweet ads that grab their attention and give them a way to find more information when they have the time to do so.

When I see a seemingly endless email or website with the typical white borders so that the sales copy is further elongated downward, my eyes get glassy and I develop a blank stare with an urge to gain relief by clicking the delete button or X out of the landing page.  Am I alone in this?  I don't think so.  I've talked to many women, moms, wahms and busy homeschoolers who say they just don't have the patience to read long sales copy and prefer to get, as Sgt. Friday used to say, "Just the facts, Ma'am!"

 

I don't think I'm the only one who doesn't even care to find out if it's something I vitally need before I gain freedom from having to read all those words, especially on a computer.

What say you?  Do you like long sales or ad copy or does it make you wince?  Do you think it's effective?  Is it effective on YOU?  Your husband?  Anyone you know?  Why do you think that is?  Please share what you like or don't like about long sales or ad copy.

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12 comments


  • jojosblog

    I do the same, Carla. I’m a bottom liner.


  • Carla

    I absolutely detest long sales copy. Those long skinny ads in the middle of the page. . . if it’s something I am even remotely interested in, I skip down to the bottom to see how much it costs, which is usually hidden. If it’s not out where I can see it, I usually “X” out of there fast. If it’s too much for me to even consider, I do the same. That’s a major concern for me. However, even if I know it’s something I can afford, I’m not gonna read an ad like you have illustrated here. I don’t have the time and/or the attention span. I want the facts right up front where I can digest them quickly. One paragraph and a call to action is about as much as I can handle!


  • Jean Ann Williams

    JoJo, I don’t have the time. Simple as that. My mind shuts the ad off faster than a toddler who grabs something that can hurt him and sticks it in his mouth.


  • Sue Tornai

    I’m with you, Jo Jo. I don’t like long sales copy. Even if I want the product, I rarely take time to read all that stuff.


  • jojosblog

    I so agree, Kimery!


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