I have to admit that when it comes to Print advertising, I am a complete David Ogilvy approach disciple. He loved print .......and I agree with him, but he also had the most fantastic eye for great print copy.
Based on his thoughts and my experience, the way I look at print by working through 3 key things:
#1 Most important thing: powerful visual
It must have the power to stop people paging through the magazine. It should be bold and interesting. It should be proactive and arresting. It should draw the viewer in
#2 Most key thing: Headline
This needs to sell the benefit. It must be very clear on the benefit.
If you are a David Ogilvy follower he would also argue that (1) headlines with news work and are read more (this is kind of close as it says "Now you can....." and (2) headlines with the brand and product name in are recalled best.
# 3 Key issue: Branding.
When people read then tend to scan from top left to bottom right on page. Though as the visual is the key thing that stops them, they may start in the centre of a page if the visual is there. But the best layout work with eye flow as it helps drive branding. You get stopped by the visual, get a clear benefit headline and the go to the pack which is bottom right hand corner. Ideally put a competitive brand promise or claim under the pack (e.g. 2mm lift that lasts).
Agency always seem to want small packs. Expect to have disagreements on this topic. It needs to be big enough to help consumers know what they will be looking for.
And which pack? If you sell a product in a box for example, I lean towards having the box with the inner package as well - as often that is more beautiful.
#4: Of some interest to a few: Body copy
Very few people will read your precious body copy, and so I always see this as a bonus.
If you can make it more visual to communicate something even if not read that is best. Ogilvy spoke about using huge quantities of body copy when he wanted to give consumers reassurance there was substance behind the product. On some of the products I work on where science and performance is key I like it when we have graphs or demo type visuals. Even if never read it leaves a visual impression.
Remember that in 9 out 10 times only you, the copy writer, the legal clearance people and your Mum will be just about the only people to read your body copy in detail
What do you think? Email me or leave a comment by clicking on the comment button on the blog posting
2 comments:
I'd suggest there's nothing wrong - i.e. or inherently unreadable - about long copy *if* long copy is required to convince individuals in your market to take the appropriate action. Ogilvy's famous page advertising for Rolls Royce is a case in point.
You can't *sell* a potential rolls buyer on short copy as they need the value prop details; but it matters little how many *non-prospects* fail to read the copy - even if it includes your Mum!
The question is: do your headline and visual do the best job of hooking the *maximum* number of the *right* readers into going to your body copy?
Yes, Chris makes a good point. It is about attracting and inviting people in to read. BUT as a client you need to ensure the body copy is a "bonus" as not everyone will read it...but in some cases you do need it to reassure or inform the people interested in the product
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