ATTENTION! Not to mention interest, desire and action
In this age of diverse marketing media, it’s easy to forget that there is still a role for the good old advertisement. Indeed, it can be the ideal flagship for your branding campaign, not to mention a highly effective way to generate response from a mass audience.
In both cases, however, copy is the key. Memorable headlines and short punchy copy deliver core messages and develop ideas. Long body copy, perhaps embodying concepts like NLP, holds readers so enthralled that they just have to pick up that phone.
‘But people don’t read body copy, Richard!’
I wish I had a cold beer for every time I’ve heard this old chestnut! The fact of the matter is that most people who pick up a paper or magazine will indeed not read your ad. But you’re never going to get through to most people anyway! With any ad campaign, you’re always going to be talking to a minority, often a tiny minority.
No matter. Grab them with a strong headline and image and they’ll be interested enough to read the copy and act. Remember AIDA? That Attention, Interest, Desire, Action model? It still holds true.
To take prospects through each stage though, you need to write some ‘killer’ copy. Which means hiring a professional.
By the way, did you know that in tests long copy out pulls short by a massive factor?
So much for the ‘people don’t have time to read copy’ school! That doyen of advertising gurus David Ogilvy even maintained that any copywriter worth their salt would have started their career writing long direct response copy. And who am I to disagree with David Ogilvy?!
Without further ado, here’s a cross section of branding and response ads I’ve written.