September 11th, 2007 by Bob Bly
I can’t count the number of times I’ve been told: “Why is your copy so long? … People are too busy to read today … They won’t read all that copy … Use bullets, pictures, and white space.”
The late Bill Jayme, one of the greatest copywriters of the 20th century (he wrote the classic “Do you close the bathroom door even when you’re the only one home?” for Psychology Today), disagrees.
“Pay little heed to talk about America becoming illiterate,” wrote Jayme.
“First off, unless you are selling reading courses, today’s illiterates are’t your market.
“Second, if cockroaches, fruitcakes, and opera can survive, so will the written word.”
But Jayme wrote this years ago, pre-Internet.
Do you agree that his advice still holds today … and that the ‘people don’t read’ crowd doesn’t know their anus from their elbow?
Or do you think reading is dead … and long copy doesn’t work as well as it used to any more?
This entry was posted on Tuesday, September 11th, 2007 at 2:56 pm and is filed under General, Writing and the Internet. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.