Question

Topic: Copywriting

Is Copy Dead And Are People Reading Less?

Posted by Gary Bloomer on 12/5/2010 at 4:28 PM ET 1000 Points
And if copy IS dead and if people ARE reading less, how might this impact headlines, benefits, and calls to action?

I read recently that copy is dead, that people are reading less and less, that they're skimming more, that they're seeking out bullet pointed lists, and tiny chunks of copy
IN LIEU of reading or engaging with longer messages.

My take on this is that although there might be some truth in the statement, that generally, copy is alive and well.

What are your thoughts?
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RESPONSES

  • Posted by Gary Bloomer on 12/5/2010 at 5:25 PM Author
    "Copy is NOT dead."

    And verily, Philip did speak the words of truth.

    Indeed. Couldn't agree more Phil, and thank you for
    your thoughtful response.

    Copy is alive, well, kicking, and pissed!

    And again Phil, yes, I agree that the notion that an image, graphics based ad or marketing piece will, ALONE out pull a copy-based ad is utter ... how shall I put this?

    Crap.

    Yes, that'll do.

  • Posted by mgoodman on 12/5/2010 at 6:07 PM Accepted
    What has always been true about copy is still true, even though the media are different and the reading habits/styles have changed. It's always been true that copy and graphics go together, and either one alone is weaker than the combination.

    It's always been true that people remember images a lot better than they remember words, and that headlines and subheads are recalled much better than long paragraphs of boring copy.

    That doesn't mean copy is dead by a long shot. It means that good copy fits with the medium. Just as you wouldn't use a text-heavy ad on television, you probably want to break long copy into chunks that are convenient for viewing on the internet. And copy that works well for mobile devices probably won't be exactly right for radio advertising. What works in outdoor advertising probably won't be ideal for a print ad in the Wall Street Journal. Etc.

    And visual media require visual advertising. That's nothing new.

    So really nothing has changed. Just new media and changing consumer habits ... which you could have said 60 or 70 years ago.
  • Posted by Peter (henna gaijin) on 12/5/2010 at 7:38 PM Member
    The quote you said "I read recently that copy is dead, that people are reading less and less, that they're skimming more, that they're seeking out bullet pointed lists, and tiny chunks of copy IN LIEU of reading or engaging with longer messages." basically conflicts withitself. Starts by saying copy is dead, and then saying that copy is changing to more concise. I agree with the latter - not dead but becoming more to the point.
  • Posted by bill.hoelzel on 12/5/2010 at 8:25 PM Member
    So I've gotta ask:

    Where exactly did you read that "copy is dead, that people are reading less and less, that they're skimming more, that they're seeking out bullet pointed lists, and tiny chunks of copy IN LIEU of reading or engaging with longer messages"? Did the author offer consumer research behind those contentions, or did he point to trends in print ads or broadcast ads to validate his posiition?

    I'd like see that article and know more about the author -- though I admit that the "less is more" argument is something I've heard again and again in advertising texts and essays.
  • Posted by Gary Bloomer on 12/5/2010 at 8:47 PM Author
    I read this on the Claude C. Hopkins Copywriter Group
    on LinkedIn.

    The EXACT heading reads as follows:

    "I'm wondering if great copy works any more."

    The EXACT quote is:

    "I'm wondering if great copy works any more.
    It seems like some of my younger staff members don't read. They scan...hop through copy...were raised in warped speed computers, games, etc. Maybe that's why copywriters are doing so well. What do you think? No brand copy stands out either."

    The interpretation of "copy being dead" is mine and it's a debate that's been raging for years. As a copywriter, I think the notion of copy being dead, of it dying, or of it merely resting is flawed, that it's false.

    I'm attempting here to spark debate. So, rather than cross examining me on the PRECISE wording of my question and
    on the EXACT source of my information, here's an idea: why not answer the question? Why not add an OPINION?

    Let's simplify this shall we?

    1. Are people as consumers and customers reading LESS?

    2. Is marketing copy DEAD, DYING, or merely resting?

    3. When it comes to getting a message across, is LESS copy the new more?

    Here's a link: https://www.linkedin.com/groupItem?view=&gid=2804436&type=member&am...

  • Posted by Jay Hamilton-Roth on 12/6/2010 at 9:13 AM Accepted
    Great targeted copy is always effective. But online, with the increasing volume of social media messages, you don't have the reader's full attention. People are still reading, just their attention span/message is much lower (to get through their inbox & twitter/facebook feeds).
  • Posted by bill.hoelzel on 12/7/2010 at 8:28 PM Member
    Thanks for the link to the Claude C. Hopkins Copywriter Group on LinkedIn. People are making a lot of good points there, and it was great of you to share that with us.

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