“How to create a website that sells” (a long copy ad inspired by David Ogilvy)
I was wondering why small and medium businesses normally ask for short adverts.
It’s partly fashion and partly economy – if you have no money to test long copy against short copy, you’ll choose the short stuff.
That’s why we’ve decided to buck the trend by placing this long-copy advert on the back cover of our local business magazine, Colchester Connected.
It has well over 700 words, and it’s shamelessly inspired by this David Ogilvy classic (though he didn’t have to fit his on a sheet of A4).
Update: this advert was responsible for bringing in a significant percentage of our income for the year. It performed significantly better as a leaflet than as a magazine advert.