Archive for the 'ch08 Tell Your Full Story' Category

Advertising: long copy or Short copy? (part 1)

Whatever claim you use to gain attention, the advertisement should tell a story reasonably complete. If you watch returns, you will find that certain claims appeal far more than others. But in usual lines a number of claims appeal to a large percentage. Then present those claims in every ad for their effect on that […]

Advertising – talk ONLY to your market (part 2)

The advertisements seem monotonous to the men who read them all. A complete story is always the same. But one must consider that the average reader is only once a reader, probably. And what you fail to tell him in that ad is something he may never know. Some advertisers go so far as to […]

Do people really read long ads? (part 3)

This brings up the question of brevity. The most common expression you hear about advertising is that people will not read much. Yet a vast amount of the best paying advertising shows that people do read much. Then they write for a book, perhaps – for added information. There is a fixed rule on this […]

Why long ads beat short ads (part 4)

What folly it is to cry a name in a line like that, plus a few brief generalities. A car may be a lifetime investment. It involves an important expenditure. A man interested enough to buy a car will read a volume about it if the volume is interesting. So with everything. You may be […]