As a copywriter, I believe the art of long-copy ads has been lost. There are many reasons for this – of which three stand out:
- the bias towards visual-driven ads because of the underlying belief that “a picture (especially a pretty one!) is worth a thousand words”;
- the lack of courage of both agencies and clients in believing that their audiences/customers are more intelligent than they give them credit for; and
- it’s really difficult to come up with a long-copy ad!!!