The importance of long copy in ads

2021-08-09 by Ronn Torossian

These days social media plays a crucial role in advertising which has led to the increasing popularity of videos as a medium. In spite of that, a print ad that is a perfect cocktail of words and pictures can be as impactful as contemporary, digital components.   Long copy can still be the  secret to any successful sales. Long copy works because it gives people the information they need before they make a purchase. Hence, the long copy is not really an outmoded format. Anything that is uncommon in advertising works because it will stand out.

To turn contacts into customers in certain situations, long copies are important. Some situations call for long copy-

1) Innovative product – To make clients feel tempted to try a new product, a result-oriented copy will come in handy. It will transform the new product into a must-have, highlighting its benefits and unique features. For instance, if the product is a laundry detergent, the copy can describe how it quickly dissolves stains and preserves delicate colors of garments. It can also focus on how the product is relatively inexpensive so that it makes the audience crave it.

2) Information product – When selling information products like ebooks, PDFs, and video recordings where expertise is shared, more people can be reached with long copies. For instance, a copy that describes the benefits of taking an online course will lead to more sales.

3) Engage audience – Irrespective of the product, customers want to feel that a business is attuned to their needs and concerns. A long copy helps to increase brand awareness.

4) Feature-rich products- If a product has a lot of features, a long copy is necessary as it would be able to explain all features well.

Large blocks of text can sometimes impart a feeling of quality to a product. They can also be utilized to imply the scale of a problem. Given below are some benefits of using a long copy.

1) Emphasize heritage – A long copy might intentionally evoke an old-fashioned style of advertising. This can be used to focus on the heritage of a brand, particularly if a campaign is themed around nostalgia. In the UK, the eighties chocolate Wispa was revived with nostalgic long-copy ads.

2) Customers who want plenty of information – There are generally three types of customers when it comes to reading ads-

a) The person who will read a bit and look at photos,

b) The person who will read a few paragraphs and photo captions,

c) The person who reads everything.

With a short cpy, a third of readers will then be ignored. These readers would want a good deal of information before choosing a product or a service.

3) Selling health and nutrition products- If a customer has to be convinced to buy a pill or undergo a voluntary procedure, they have to be persuaded that the procedure or product works. Long copies can explain why a product is the solution and list the benefits that a customer can expect to get.

Ronn Torossian is CEO of 5WPR, a leading public relations agency

Ronn Torossian: Insights from a Native New Yorker and CEO of 5WPR

Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 200 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, a 2020 Top Crisis Communications Professional by Business Insider, and a recipient of Crain’s New York 2021 Most Notable in Marketing & PR. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, is a contributing columnist for Forbes and the New York Observer, and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities