There. I’ve said it. Sorry.
Before we go on, let me clarify:
I’m talking about the copy, not the headline
And, I admit I’m exaggerating a little.
The copywriter who wrote it has read it, obviously. And our proofreader has checked it for spelling mistakes.
The person who commissioned the ad at your end has read it (and usually re-written it several times too!)
A few of your sales guys and gals have read it (and have pointed out that they would have written it rather differently).
But that’s about it.
So don’t put anything you need people to remember in it, please.
Ads don’t work that way.
They are absorbed, not read.
The copy is there to reassure the viewer (yes, they’re viewers NOT readers) that – were they to feel inclined to read it (which they’re not) – they would find there all the information they need to rationally justify the proposition in the headline that they’ve already absorbed.
Even if it’s a real corker, the headline and concept will usually only sink in gradually, over repeat viewings.
Your proposition will be trusted by a factor of how familiar it is to your audience and how trusted your brand is already.
Key to effective print advertising is a strong creative concept that
a) Stands out from everything else
b) Can be unmistakeably attributed to your brand alone
Without these two criteria, your proposition can never save you.
I hope you can nod along to what I’m telling you armed only with your personal experience of interacting with prints ads yourself. If not, we have plenty of data to prove it to you.
So do us all a favour. Try to encourage your people (as we do) to spend slightly more time creating well-branded ideas that really stand out, and slightly less time jamming twenty-seven proof points into the larger and larger copy section.
(NB. People commissioning classified ads, or direct response ads with coupons can ignore all of the above, because different rules apply. So too can people commissioning tube cards or any other print spaces in which your audience can be forced to stare at your ad for ages, because the battery on their electronic hand-held device of choice has run out.)