Filed under: Comment
Over the years I’ve written about the power of long copy.
And John Dodds has continually reminded me that no one reads it.
As I’ve said countless times in response, it’s not about the length of the copy, but whether it is interesting to the reader. Sadly – with so many ads these days fixated on saying what they want the reader to be interested in rather than what is actually interesting to them – it means Mr Dodds argument stands.
Anyway, the reason for this is that I recently saw an old ad for Porsche that I kind-of loved.
Would it work today?
Well it certainly would be different from the cold, clinical and contrived ads they currently put out. Or should I say the cold, clinical and contrived ads ALL the luxury car brands put out.
But I’m not sure if saying you can drive your own German Police Car is something that the average middle-aged, bald, fat man would be inspired by. Especially at the price a 911 is these days. But hey, when the alternative is this Police Car in Balmain, Sydney, Australia … the Porsche looks like Heidi Klum in a room full of red-headed stepchildren.
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Your post is longer than a long copy ad. If no one reads long copy, guess what people don’t do with long copy blog posts.
Comment by DH June 21, 2017 @ 6:34 amim good with long copy , its planner short copy i cant fucking stand.
Comment by andy@cynic June 21, 2017 @ 7:06 amYou know planners who produce short copy?
Comment by John June 21, 2017 @ 7:11 amA planners short copy is a none-planners Encyclopedia Britannica.
Comment by Rob June 21, 2017 @ 8:11 amat least youre fucking self aware campbell.
Comment by andy@cynic June 21, 2017 @ 8:27 amAnd the ad wouldn’t work because people prefer the cars the bad guys drive these days not the cops.
Comment by DH June 21, 2017 @ 6:36 amyou mean bad guys in movies. most of the fuckers drive oldsmobiles or 1974 ford cortinas. if they cant even steal a decent car theyre fucked as career crims.
Comment by andy@cynic June 21, 2017 @ 7:04 amHave you been watching re-runs of The Bill again?
Comment by Rob June 21, 2017 @ 8:11 amThought the Germans were all about precision. They can’t even spell police properly.
Comment by Billy Whizz June 21, 2017 @ 6:44 amFTW.
Comment by DH June 21, 2017 @ 7:00 amftw? twat.
Comment by andy@cynic June 21, 2017 @ 7:07 amA post based on sound thinking. I really have little choice but to endorse it.
And for what it’s worth, I think that ad might have a chnace because a) it’s not that long and b) it has a decent headline which so much long copy doesn’t.
Comment by John June 21, 2017 @ 7:08 amwho the fuck are you?
Comment by andy@cynic June 21, 2017 @ 7:15 amWould I be right in assuming that your next post will be your insights on what the average middle-aged, bald, fat man would be inspired by?
Comment by John June 21, 2017 @ 7:09 amseems its an audi.
Comment by andy@cynic June 21, 2017 @ 7:16 amThat’s FTW.
Comment by DH June 21, 2017 @ 7:19 amYou know why I really like long copy ads? Not because I’m old. Not because I like reading lots and lots of stuff. But because in the main, they had to have a real idea in them to work which is far more preferable to the meaningless ‘3 word shouting sentences’ we seem to endlessly churn out today.
Comment by Rob June 21, 2017 @ 8:10 ami hate it when you say something i have to fucking agree with. thank fuck its so fucking rare that i can relax knowing youll be spouting shit soon enough.
Comment by andy@cynic June 21, 2017 @ 8:28 amHe’ll write something about queen tomorrow.
Comment by DH June 21, 2017 @ 8:39 amI hadn’t thought about long copy that way, but you are so right Robert.
Comment by George June 21, 2017 @ 9:04 amTrouble is they usually don’t have a real idea and that’s why ….
Comment by John June 21, 2017 @ 9:17 am“Nobody reads advertising. People read what interests them, and sometimes it’s an ad.” -Howard Luck Gossage
Comment by bobbber62@yahoo.com June 21, 2017 @ 11:12 amThanx Rob, totally agree. Lasersword-like copy percision has faded over the last years. But planners failed more and more to ramp up as well…
Comment by Markus June 21, 2017 @ 3:59 pmBoth argue: timing sucks. How can we get back on track?
I’d star with trying to stop agencies making money on process rather than focusing on the quality of the work.
Easier said than done, but when you’ve sold creativity down the river, it’s not that surprising.
Comment by Rob June 21, 2017 @ 6:18 pmI am 31 and something like this would probably be their best chance at making me read anything about Porsche. That, and my father watching the 24 Hours of Le Mans all excited.
I like how it’s designed and there’s something about it that says “we actually have a story this time”. Which is never the case with the “luxury car in the middle of fancy scenario” version.
Comment by Ste June 22, 2017 @ 5:37 amYou get laid why I really like long written matter ads? I am 31 and something like this would probably be their best fortune at making me understand anything about Porsche.
Comment by aristobulonietoalcaraz November 15, 2017 @ 7:35 am