long copy makes a comeback

If you've got an engaging story to tell, have you ever considered ditching the catchy headline stuff and turning to a long copy ad?

They're difficult to do, and with only 17% of people ever reading adverts past the headline, perhaps it's no great surprise that clients shy away from them. You rarely see them, or at least, see them done well.

Long copy ads have to be exceptionally well crafted and delivered. They have to tell a story that leads the reader on a journey from beginning, middle to end. When done well, they work brilliantly.

Much like this one.