When it comes to advertising, what’s more important: long, descriptive, informative copy — or a short and evocative tagline? What about no words at all … just enticing visual creative?
Naturally, there’s not one simple answer. Depending on the client and the product, more information may be needed to provide an accurate and alluring snapshot of a product or service. In other cases, a simple gimmick may invite prospective buyers in to learn more at their leisure.
Here are a few points to consider:
* A commercial showing hot, gooey pizza with a little logo in the corner can make you head to the suggested bistro without a second thought. It doesn’t matter if the TV is on mute.
* When you see an enticing image online, you might click on that box to be taken to a website where you know you’ll be provided with further information. There’s no need to overload your interactive banners with too much text.
* Even in print, it’s easy to simply provide a short and memorable URL. Don’t worry, your audience knows how to use the Web; and honestly, the ones who are truly likely to become clients or customers are the ones willing to go the extra clicks to find out more.
* But then, if you’re trying to describe a deal with a lot of small print involved (restrictions, expiration dates), you may want to define these limitations in order to eke out truly interested parties — and avoid misrepresentation.
* Sometimes, long copy can make an endorsement stand out. Our senses are bombarded by ads — and we’re desensitized enough to ignore or forget half the ads we’ve seen or heard. Long copy can make someone pause and wonder what all the fuss is about. You may not want a lot of text on a billboard next to the 55 mph highway, but you may want it in the magazine sitting in the doctor’s waiting room.
Many times, it simply comes down to a judgment call. You may want to run some trials to determine what your audience is more likely to respond to. Or you may wish to only look at what your competition is already doing, and try to stand apart from their brand.
Mad 4 Marketing can help you determine your best copy vs. creative marketing strategy. We can evaluate the pros and cons of each type of ad, determining your best market and media type — and even come up with sample long-copy, short-copy or no-copy ads to best place and promote your business and brand. Want to learn more? Contact us.
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