Don’t write so much! Write it short! Keep it simple and precise! Who’ll read such a long copy? Why write so much? These doubts and suggestions land me up with another set of questions, do people actually read ads or they just see visuals? It’s like asking, who came first egg or hen? Answers are many, but conclusion ZERO!
The war between copy and visual is never ending! If it’s the visual that is going to take the cake, then why writers put so much effort to write in the first place. I’m sure these questions crossed every writer’s mind at some point of the time. As in an adagency every artist craves for something above the material aspects. We’re always looking for something more, that pat on back, that well done, that smile on readers’ face, creative satisfaction that brings change.
They say a picture says more than 1000 words. But if you ask me, a word creates 1000 pictures in mind. Different people interpret words in their own way. Like when I say LOVE, some of you will bring out the red rose that you have in your diary, some of you will think of your little toddler who’s waiting for you back home, some of you will remember the Aloo Paratha that your mother makes…!
In short, advertising is a creative agreement between Visual and Copy. Sometimes a visual drag the reader to headline; sometimes the headline brings him in the ad, in both ways the remaining element acts as a supporter. It need not be a long copy or an out of the box visual, just a simple piece of writing with an attractive visual is enough to take the reader on a journey that ends with him urging to own the product.So when next time your creative bud craves for a masterpiece of advertising, do ask yourself, I’m writing a creative piece of ad but is that enough?