Copyright 1994 Towse Publishing Company, All Rights Reserved. It is a tool of selling. While renowned for their creativity, Interpublic's visual and copy teams were forced into pragmatism by their scientific research arm, SCI, the data collectors and analysts who provided accurate input on target audiences. It provides 50 to 75 percent of the impact of your ad. It must capture the right kind of attention, fast.
Generalities are far less believable than specifics.
Don't be afraid of long headlines. If they say something they'll be more effective than short, gimmicky headlines that say nothing. And the same is true of body copy. If well written, long copy sells more than short copy, particularly if your sales message is expressed with enthusiasm. Write it as if you were writing a letter to a friend.