+ Why is it that there are people who work in online advertising that want a freaking novel in a banner or something? Especially when the topic is not something that any will have that high of an interest to read that deeply?
Yes I'm a copywriter, and yes, words are important. But any good copywriter worth their salt will be the first to stand up and say that unnecessary text/copy/etc just scares people off and results in the whole thing not being read.
People don't think about how they read through ads or look at information. They just expect the consumer to have nothing better to do or have a deep interest in their own product that they figure they'll read it, even if they wouldn't.
This is dangerous territory. Everyone involved needs to work at self-checking and group-checking for this. It's so very easy to get caught up in talking to ourselves...and yet, so dangerous. (you know someone works in marketing when they ask how if there are "best practices" to write some ad copy.)
Caffeinated posts from a Creative Director/Copywriter/Strategist.
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