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