I was intrigued by my colleague Tom Hammarberg’s comment at the end of my recent self-pitying post on the death of the copywriter.
He suggested that long body copy ads should be foisted on the public in places where they have no choice but to read them. Like this one quirky Christmas ad that’s running in the London tube for Dixons.
How many times have I stood at a bus stop, or sat glumly on the subway and bemoaned the lack of anything decent to occupy my brain. I can look at people picking their noses or nodding off, or I can look at ads. But the ads tend to act as traditional posters. Headline, visual, logo. So within 3 seconds I’m done and looking for something else.
Perfect place for me to read on, really. To be entertained during my interminable wait. But these environments (inside a taxi is another that springs to mind) get treated like traditional outdoor media where God Himself ruled that less is more.
I subscribe to this old adage, put down by Howard Gossage: “People read what interests them. Sometimes it’s an ad.”
Or sometimes it’s a blog. And if the writer is any good, if the environment is right, if the message is interesting, then the audience should hang in there until the end. And get the picture, which is the point of all advertising, or indeed writing.
Please let me know you made it this far by clicking here. Thank you for reading. The End.