Air Asia Ad By Neil French (And The Lost Art Of Long-Copy Ads)

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:

  1. the bias towards visual-driven ads because of the underlying belief that “a picture (especially a pretty one!) is worth a thousand words”;
  2. 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
  3. it’s really difficult to come up with a long-copy ad!!!

So, it was rather refreshing to come across this long-copy ad by legendary ad man Neil French for client Air Asia – a leading budget air carrier based in Malaysia.

The Power Of Pull – Steve Rubel

Steve Rubel blogs about the power of pull marketing (The Power of Pull), especially in light of the way social media and the internet is changing consumer behaviours today. Essentially, Steve makes the case for stronger pull marketing, compared to the traditional strategies of push marketing… and gives three ideas on how to achieve that:

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15 Copywriting Formulas

I got this via Pro Copy TipsAIDA and 14 secret copywriting formulas.

Gosh, I didn’t know there were so many! My recommendation is to basically stick to one that’s clear, concise and which works for you. I personally prefer to stick with AIDA. (All 15 tips after the jump)

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9 Ways To Write Headlines That Work!

I’m becoming a big fan of Copyblogger! I was moseying around his site when I came across this great article: 9 Proven Headline Formulas That Sell Like Crazy. Having been in a variety of writing/editing roles in the past (copywriter, PR manager, editor, corporate “go to” guy for the English language), I thought these were pretty spot on (examples of how in the full article here):
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Discovering CopyBlogger

I just discovered (I know, I’m slow) CopyBlogger.

I really haven’t had the luxury of delving further into his work yet, but here are the few I’ve started with. More thoughts as I plow through…