The longer your copy can hold people, the more of them you will sell; and the more interesting your copy is, the longer you will hold them. If you can keep your reader interested, you’ll have a better chance of propelling him to action. If you cannot do that, then too small an amount of copy won’t push him far enough along that road anyway.
Best Copywriting Ads That Prove Effectiveness of Long-Form Advertising
With long copy, a brand can increase trust, break down the viewer's objections, and provide her with a better understanding of the product or solution. It gives your brand a chance to tell a more complete story, and in the process, more thoroughly convince the person that your brand is the best brand.
The main objective is to maximize the impact of every word and phrase. People do not read bad copy, irrelevant copy, and plain boring copy, but they are willing to read long ads with a lot of text if it is engrossing.
Check out the below examples of long copy advertisments to become a more prolific copywriter:
It is after hours and most of the people have gone home.
There is a chess game in the office of the production manager and a light still burns in the cashier’s cage.
From the outer room comes the untutored click of a typewriter -- an office boy is taking the Y. M. C. A. course in advertising.
Across the areaway a man bends over his desk, writing. A green visor shades his eyes. From his twenty-eighth story window as he glances up from time to time he can look down on the jewelry of lights.
It is after hours, but he works on.
He will whip his copy into finished form before he leaves. One of the layout men has put his drawing board aside and is going out to the elevators. Under his arm he carries a tissue pad. A new idea is stirring in his mind. It will be roughed out in pencil before morning comes.
Six months from now you will feel it tugging at your purse strings.
Cadbury evokes nostalgia to reconnect its product with its original consumers. The ads starts with:
Ads looked like this. You had big hair. Phillip Schofield had brown hair. Your mum wore shoulder pads. Your dad wore Speedos. You had to fight for your right to party. Losing meant you got a Blankety-Blank cheque book and pen. It was 01 for London.
You came home from school to Ammo Maguire, Gripper Stebson and Ro-land. You held a chicken in the air and stuck a deckchair up your nose. The Sword of Omens gave you sight beyond sight.
You recorded the top 40 every Sunday, onto a C90 cassette. If you hit 88.8 mph you travelled back in time. Girls just wanted to have fun. Flourescent colours were the colours to be seen in. Beefy hit the Aussies for six. The Young Ones were young ones.
The Royal Parks Foundation makes readers consider how exciting their lives are.
Krispy Kreme encourages readers to enjoy balance in their lives.
Alexander Hamilton Institute
Bruce Barton, one of the B's in BBDO, wrote this ad that begins:
Two paths begin at the bottom of the hill of life. One of them winds about the base, thru years of routine and drudgery. Now and then it rises over a knoll representing a little higher plane of living made possible by hard earned progress; but its route is slow and difficult and bordered with monotony.
The other mounts slowly at first, hut rapidly afterwards, into positions where every problem is new and stirring, and where the rewards are comfort, and travel and freedom from all fear.
Let us glance for a moment at the letters men write who are treading this fortunate path. Such letters come to the Alexander Hamilton Institute in every mail; they are the most thrilling feature of the Institute’s business day.
Exultant letters they are, full of hope and happiness; the bulletins of progress on the upward path.
Magnus Jakobsson, creative director at DDB Stockholm, details his personal history in this ad for retailer Papercut.
OgivlyOne hoped to drive Fanta sales by driving people to eat paper.
This long copy ad works to promote its pants through the unique make of its pockets.