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Advertising Tip Of The Month

Each month ADvantage provides our site readers a valuable tip on advertising, their advertising. Although one might say that this grants our prospects with the tricks of the trade, and therefore diminishes their need for us, we believe instead that it proves our dedication to those who respect our sincerity and passion to do the right thing. So, here we go.

Topic: Direct Mail Copy

There are advocates that believe that short copy is preferable to long copy. For example they would say, “I don’t think anybody will read the small print. Let’s cut the copy down to a couple of paragraphs and set it in 18-point type.”

What those advocates of short copy should say, if they want to be accurate, is this:

“I don’t think everybody will read will read all that small print.” This is absolutely true. Everybody will not read it. But the fact is that the very people you are most interested in will read your ad. Those are the prospects who will buy your product or service if you tell them sufficient reasons for doing so.

It is entirely unnecessary to set copy in 18-point type. People buy magazines and newspapers to read the stories contained in them. You are reading 10-point type right now. So, the question arises: Why wouldn’t it pay the short-copy users to make their advertising do the utmost selling-job by including more sales talk? Answer: The chances are that it would pay them.

Summarizing, here’s the short and long of it (pun intended) and it should satisfy the champions of both sides of the question. Put a brief selling message into your headline and subheadings. Put your detailed message into small print. In this way, you accomplish two things: (1) You get a brief message across to glancers with your headline and subheads. (2) You give a complete message in small print to the person who is sufficiently interested in your product to read about it.

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