Long copy looks 'American'... What about for UK?

[Roy Everitt]

For UK long copy that sells, see Andrew Reynolds' stuff. Not that he actually writes it, and some of the spelling and punctuation might make you cringe, but it sells and sells.

Roy

[swans]

Originally Posted by Roy Everitt

For UK long copy that sells, see Andrew Reynolds' stuff. Not that he actually writes it, and some of the spelling and punctuation might make you cringe, but it sells and sells.

Roy

Dear Nathan,

Well, why don't you challenge the ad agency to a test?

Something simple like this: They write short copy and you write long copy. They test both ads, and let the results speak.

If they are guessing about what good copy should do and you're guessing too (or trying to convince them orally), then you will waste a lot of time.

But if you will test the "american" approach against the "un-tested" short copy approach, then the argument will be a short one.

Challenge them to a split test and they'll have to agree that 'long copy' sells more than short copy.

I could have given you other arguments such as "measure an ad by the standards of the saleman". You could ask them: to go and observe a salesman sell in a department store and see how long it takes the salesman to convince the buyer, how many arguments the salesman must bring, how many objections he must overcome...in order to get action.

But now imagine how much more difficult it would have been for that salesman if he was restricted to a certain number of words. And after using, say 1000 words, he would have to stop and be quiet. Ask them to see how miserably that salesman would fail, if he could not tell all the reasons for the purchase, justify price, etc.

Then tell your agency that "advertising is salesmanship in print". If they want short, sexy copy, they don't need your services. But if they need copy that sells, then they have to let you go at it the best way you know. And guarantee that you'll beat their previous ads or else you'll give them their money back.

I hate arguing. I prefer action. I'd go for the challenge.

By the way, I wrote a promo piece you might want to read. It's at: Secerts Of Magazine Ads That Make Readers Take Action and Make You Rich

Two other things:First in your argument to use long copy, Did you show them the long ads written by David Ogilvy for Mercedes, Rolls Royce, Margarine, The Hathaway company, Rinso, KLM and other companies. These ads can be found in Ogilvy On Advertising.

Second, did you show them the longest running display ad: Do You Make These Mistakes In English? An ad that ran for forty years and for forty years, it produced a profit. Did you show them the ads by John Caples.

One last thing: Drayton Bird has an excellent blog at: http://www.draytonbird.co.uk/ and more important he offers some insights if you give him your email address. For instance, yesterday I was reading an email regarding exactly how long copy usually beats short copy. Send me a pm and I'll share the message with you.

Sincerely,

Swans G Paul
Secerts Of Magazine Ads That Make Readers Take Action and Make You Rich

[A-Star]

Long copy beats short copy because you have more space to sell.

As long as your copy is highly interesting, packed with benefits and proof elements, you'll win out.

Fact.

[NathanShaw]

> Well, why don't you challenge the ad agency to a test?

All, your responses are great, and very funny.

I have now done 1 proper test at the agency. Although it's true they do try to rehash my copy. It ways my soul down but I'm making progress and fascinated by the experience.

So the test results. Although it's only one test so we'll be doing more to validate etc.

Their email broadcast copy in the form of graphical branded sales pitch.

60 click throughs

My email broadcast to the 50% of the list in plain text long copy

120 click throughs

and it gets better

1 week later, analysis of landing page conversions into application completions as request for further information on product.

The graphic snazzy version got 10 applications

The plain text version got 61 applications.

I'm not good at math, but is that 610% better response rate?



Nathan

[swans]

Nathan,

Bravo.

I am quite happy for you. And hope that your agency friends won't argue with you any longer.

Wish you greater success.

Sincerly,

Swans G Paul