A long copy looks impressive, and more details can be presented in it to the reader. But readers may not often like, or have the time to read, the lengthy body copy of an ad unless the headline is so attractive and persuasive that they automatically begin to read it. Abram Games advocates ‘maximum meaning, minimum words.’ A short copy may not be fully communicative at times. Therefore, it is incorrect to say that either the short or the long copy enables us to make the right approach in an ad. It should come sentence by sentence to fulfill the promise made in the headline.
The length of the body copy should be just enough for you to say all that has been promised in the headline. Nothing more and nothing less. Sometimes you communicate better by writing short copy instead of being verbose. Our body copy should contain the required reasoning to convince the customers to spend their money on our product. The appeals may be both objective and emotional. We should always be able to make the right emotional appeal.
Copywriting for newspaper ads is different from copywriting for magazine ads because the newspaper has a different editorial environment.
Moreover, it is mainly filled with news, facts, information and local gossip, and is hardly read for entertainment. It is primarily a source of news and information. It is not read the way your favorite magazine is read.
The copy of a newspaper ad is generally short; it has a high impact headline, which mostly concentrates on one strong selling idea.
Newspaper ads are generally placed in. a particular place in the classified columns, on the sports page, the investment page, etc. The copy of such ads has to be different from that of magazine ads even for the same product; you have to tie up your copy with the current news event. For example, when Asiad ’82 was held, first newspaper ads had copy based on this great sports event. Again, when the first satellite was launched, many companies released newspaper ads mentioning their association with such a great national event by Way of supplying their’ products and services to make it a success.
When a national or international exhibition is held, companies do participate by exhibiting their products, and to synchronize with the inauguration of this great extent, companies release newspaper ads saying: “Meet us at Manipal ’82, Pavilion No.4, Hall-2.” Many examples can be given to drive home the point that the copy of a newspaper ad has to be different from that of the magazine ad even for the same product, the same unique selling proposition (USP) and even the same appeal – objective or emotional.