As a direct response copywriter, I’ve always been told long copy is better than short copy. And I think for the most part that’s true.

But are there times when a a well designed ad might be even better?

Here’s why I ask…

I was driving back from a long 4th of July weekend. We stopped at our usual Pilot Travel Center to top off with fuel, grab a cup of coffee and empty the last drink from two hours earlier.

While there, I picked up an issue of  “Trucker’s News”. I wanted to see if there were any ads that I could haul away for use in my swipe file.

So as I flipped through, I just waited to see if anything would catch my eye.

THEN BAMM!

Out of nowhere, a strange almost comical ad did indeed grab my attention.

Now understand, I am not the target market for this magazine so I’m not saying this is the best ad in the magazine.

But, have a look:

Short Copy That Grabs Attention

What’s your first thought?

Personally I think they do a lot of things right in this ad.

The very relevant photo, the red circle, the torn look on the ad, the emotional headline of the ad, even a call to action to visit the website or call.

All very well done.

Sure, there could be a free report… something like “7 questions You Must  Ask BEFORE you sign another Team driving contract.”

But this makes me want to look at the website – so I did.

Once on the website, the first thing that caught my eye was a $5,000 bonus for Team drivers. That’s pretty strong if this ad spoke to you.

I don’t know the success of this ad, but I am willing to bet it was pretty good.

I’d love to hear what you think, Leave me a comment below

One thing Schwartz said was that as an advertising copywriter, you have to spend at least 2 hours every week getting in touch with the culture… you have to see every movie that grosses $100 million dollars… and you have to read “junk…very much junk”.

By that he meant magazines like People, The National Enquirer and USweekly.

So, last week while getting a cup of coffee at the local convenience store chain, I grabbed 3 papers: People, The National Enquirer and Star.

I have to admit I looked around to see if anyone was watching before I ran to the counter placing the magazine face down and not making eye contact with the clerk.

RED FLAG!

At that moment, I realized how out of touch I might be with the masses.

After all, these are some of the best selling magazines in the world. Which means that there is a good chance that a percentage of mine and your target market reads and believes this stuff.

You see, Schwartz understood the need to stay connected or at least aware of this “low culture” part of society.

Now, I know what you’re thinking…

“MY market doesn”t read that stuff.” or maybe, “My customers are too sophisticated to read that stuff, it would never apply to my market.”

Here’s my take…

People want to believe… and if they don’t have something real to believe in at any given moment they’ll believe that which seems the most real at the time, or they’ll believe what they believe most others are believing at the time.

Something to think about next time you sit down to write copy for an advertisement… wouldn’t you agree?

Anyway let’s look at some of the headlines that caught my eye and stopped me as I turned through the pages with on eye open…

The National Enquirer:

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Headline:

Cloris Lechman’s LOVING BOND WITH STUFFED ANIMAL

Subhead:

No, it’s not a toy, it’s her beloved dog Joe

Opening sentence:

Cloris Lechman couldn’t bear to part with her beloved shis tzu, so with dogged determination, she found a way to preserve her pet’s memory – she had the animal stuffed.

Even stranger…

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How’s that for copy? Sure it’s got some ridiculous puns, BUT people are paying $155 per year to read this stuff…

That’s more than we can get people to pay for a front end financial newsletter subscription!

Here’s another from the Enquirer:

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Headline:

My ex-wife’s WEDDING DRESS

Subhead:

Dumped hubby determined to come up with 101 ways to put it to good use

Opening Sentence:

Jilted ex-husband Kevin Cotter has come up with a hilarious way to deal with his post-divorce blues.

—————

Turns Kevin has a blog called www.myexwifesweddingdress.com and it made the Today show… Go Ahead you know you want to look.

Ok, how about Star:

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Cover Headline:

Drugs! Lies! Secret Lovers!

Subhead:

Betrayal That Will Break Brad’s Heart!

Bulleted subhead:

• Cheating with married actor
• Ecstasy and LSD binges
• Cutting and Voodoo rituals

Opening sentence in article:

Uh-Oh! just as Angelina Jolie’s relationship with Brad Pitt is getting back on track, a new book exposing more of the actress’ shocking secrets is about to be published!

———————————

Remember one of the most famous financial newsletter promos…

Lies, Lies, Lies!

Hmmmm, maybe there’s something to this.

And this one also from Star caught my attention as a possible bear market headline:

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Headline:

RHONJ SHOCKER… TERESA’S BANKRUPT!

Subhead:

The NJ Housewife lives a lavish lifestyle on the hit show. But behind the scenes, she’s millions in the hole and struggling to make ends meet.

Opening Sentence:

A swanky estate filled with marble and gold trimmings. Designer Clothes. Luxury Cars. And new boobs!

——————-

How could you not read on from there?

Crazy stuff, huh?

What Schwartz said about reading this type of stuff is that it allows you to see “people’s ability to believe”.

And in turn, I guess that gives you the confidence as an advertising copywriter to go with that crazy headline or angle that seems a little too crazy.

I mean “Burn Disease out of Your Body…”

That ad alone which ran for more than 15 years kinda proves the point of this post, don’t you think?

Well, That’s about it for today…

Leave me a comment below and let me know some of your favorite crazy headlines and how you might use them in your chosen copywritng niche.

Later,

McCool