Yay (and also Boo Hiss) to the return of long copy
I keep getting told that long copy ads are back.
MI6 have this month taken a wordy approach to recruitment (courtesy of M&C Saatchi):
Does it work? Well here’s what the eye tracking says:
The last 12 months has seen a lot of nice long(er) copy generally:
image from here
BUT. There’s beautifully crafted, and sweated over long copy, honed to touch the soul of the reader. And then there’s this B2B ‘diary style’ ad I found in this month’s Research magazine: