An article in BtoB (1/14/08, p. 43) notes:
“Today, long-copy ads are relatively rare. In an Internet-driven age, people are conditioned to absorbing only flashes of information. There’s much less tolerance for a well-told tale or an ad that builds its arguments with words, not images.”
Do you agree with the article’s argument that our attention spans are so limited, prospects only respond to short copy — and long copy is obsolete and just doesn’t work anymore?
Or do you disagree –and believe that informative, well-written copy can still engage readers from start to finish, regardless of its length?
What say you?