Bob Bly Direct Response Copywriter Official Banner

Have video and the web rendered copy obsolete?

December 1st, 2017 by Bob Bly

When I was just starting out in the corporate world in the late
70s, I gave one of my product managers the first draft of a
brochure I had written for his product, a complex radar system.

As he read it, he smiled: “You know, no one reads the copy
anymore.”

I smiled back: “In that case, why not just print the brochure
with just pictures?”

He was not amused.

And so within a year, I left for another job — this one with an
industrial manufacturer where the product managers thought good
copy was key in making the sale.

Yet, when the radar brochure was in fact published, it was of
course filled with many words describing the product, the
technology, and the features in great detail.

As for the idea that one picture is worth a thousand words,
that’s debatable.

But one thing we do know is that our visuals communicate more
clearly and effectively when they have captions.

The fact is that many pictures, though convincing, they are much
better understood by the readers when there is a caption to
explain what the person is looking at.

Also, no airport is going to invest a huge sum of money to buy a
radar upon which air traffic safety is absolutely dependent
without learning everything they can about it — and you can only
communicate that with lots and lots of words.

I stick by what I said to my radar product manager, and ask the
same question of the “no one reads” believers in marketing today.

Namely, if no one reads the copy, why do you agonize over every
word in the approval process?

In his book “The View from the Cheap Seats,” Neil Gaiman
explains:

“There were noises made a few years ago about the idea that we
were living in a post-literate world in which the ability to make
sense out of written words was somehow redundant.

“But these days, those noises are gone [and] words are more
important than they ever were.

“We navigate the world with words, and as the world slips onto
the web, we need to follow, to comprehend what we’re reading.

“People who cannot understand each other cannot exchange ideas.”

When I wrote copy for FDA-approved medical devices aimed at
doctors, my client said, “Doctors are busy and do not have time
to read.”

But a person who does not read cannot graduate medical school and
get an MD. And a doctor who does not read cannot keep up with the
many medical journals in his field.

So the idea that MDs do not read is patently absurd.

I have interviewed many medical doctors for copywriting projects
— and most were absolutely information junkies when it came to
learning about medicine.

In consumer direct marketing, we also hear “people do not read
anymore.”

What marketers do not realize is that the people who do not read
are not your prospects — not if you sell business-to-business,
publishing, or direct response offers.

Buyers read copy, and as a rule the more of your copy they read,
the more likely they are to buy.

These days, I write mostly for clients who are in direct response,
health, financial, high-tech, industrial, and business-to-business
marketing.

In other words, clients for whom the words in the copy matter.

There are other clients who place minimal value on copy, and
focus instead on pictures, video, or other bright shiny objects.

They are not a good fit for me, and I assiduously avoid them.

Share

This entry was posted on Friday, December 1st, 2017 at 1:33 pm and is filed under Writing. 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.

92 responses about “Have video and the web rendered copy obsolete?”

  1. Nishant Gaurav said:

    Wonderful blog freexbcodes.com/

  2. Robin said:

    Clients for whom the words in the copy matter.
    Spanish dictionary and meaning

  3. Trustworthy assignments assistance said:

    Hello
    I will agree with the post, that these days no one looks at the copies but they give more importance to the pictures. This is the image that has been formed through time. The pictures are more eye catching and so everyone goes for the pictures instead of the written copy.

  4. alisha said:

    Glad to see this brilliant informative post. Hot Escorts Service in South Delhi

  5. happy wheels said:

    The article you have shared here is very awesome. I really like and appreciate your work. The points you have mentioned in this article are useful. I must try to follow these points and also share others.

  6. run 3 cool math said:

    This is the most impressive article on your site, thanks for constantly working on replenishing the material

  7. rates new jersey car service said:

    Good post!! Your contemplations are outstanding. It appears you have the rich learning about this territory. Give me a chance to tell that you have composed an amazing article. Keep up the great written work.

  8. fendidhji said:

    This is the most impressive article on your site free gift cards code generator dfsdfdsfdsf free gift cards code generator is really awesome!Thanks for free gift cards code generator You provide …

  9. 4k movie tv app said:

    Actually, uktvnow is the finest movie app and tv app which is completely free to watch all the stuff.

  10. Jim said:

    Finally, find time to read your blog post,

  11. Mobile Review BD said:

    thanks for sharing this beautiful blog. this type of Mobile review blog publish this Mobile review BD website.

  12. SoundProof Consultant said:

    Are the videos & audio performance enhance using a soundproofing audio room?
    Soundproof curtains

  13. Mobile review BD said:

    yes you can Soundproof.

    Samsung galaxy M10 price in Bangladesh
    Mobile price in Bangladesh
    Samsung galaxy M20 price in Bangladesh

  14. naresh1mann said:

    yes, You are right.
    HY Insurance Blog
    Health Insurance Plans

  15. vivensaha said:

    Very informative.

    Kylie Jenner

    Kendall Jenner

  16. Sarah Hudson said:

    I agree that a product description brochure is very important to sales, no matter how advanced and paperless we get.

  17. Mobile bd price said:

    Actually, uktvnow is the finest movie app and tv app which is completely free to watch all the stuff.
    Mobile Bd Price

  18. tech for india said:

    Thanks for nice information for more info video editing click here

  19. Morpheus tv app said:

    thus you’ll be able to relish the app with none worry. The steps that you simply have to be compelled to follow to transfer on numerous devices area unit a bit bit completely different from one another.

  20. steve said:

    indeed this is amazing post. If you work at nordstrom then you can check out mynordstrom login

  21. rekhasharma said:

    Great info thanks for sharing, keep it up, I would like to introduce my new website .

    Status for whatsapp | Hindi status,Shayari,Quotes

  22. isnaija.com said:

    Great article. Thank for sharing this site keep it up

  23. isnaija.com said:

    Thanks for sharing this biggest blog.amazing post

  24. Howhindi said:

    Great articale for you keep it up also check out my Site https://howhindi.in

  25. ???? ???? ??????? said:

    Your article reflects the issues people care about. The article provides timely information that reflects multi-dimensional views from multiple perspectives. I look forward to reading quality articles containing timely information from you. Thank you for sharing this great information.

  26. tikban said:

    The three things you can do to fix the car nausea you share are very good and effective. Thanks for sharing.

  27. luckyjpr said:

    hi guys, we share latest songs lyrics with you, please visit and enjoy
    new song

  28. theater mode said:

    Thanks for posting keep updating. I am actually delighted to glance at this web site posts which contains lots
    of helpful data, thanks for providing these statistics.

  29. shubham puri said:

    thankyou for sharing this information which is very helpful for me also do you have any health related problem so visite SBL Kali Phosphorica 6X

  30. Parallax Collective said:

    Parallaxcollective provides full corporate video production services including concept development, production, and post production.

    For further information please click below links

    Video Production Service Singapore

    Video Production Agency Singapore

  31. Mobilepricebd said:

    Lava Z53 Price in Bangladesh with Specification and Review.

  32. Mobilepricebd.co said:

    Lava z71 price in Bangladesh with Specification

  33. Monjoy Roy said:

    Lava Z66 Price in Bangladesh with Specification and Review in mobilepricebd.co

  34. The Academic Papers said:

    I am reading this post with keen interest but the video is not so interesting and it is also not able to copy for sharing the students of
    https://getmuzz.com/2020/09/14/top-healthiest-cooking-oils-for-patients-of-blood-pressure/

  35. rebixoh said:

    Nice.Interesting blog. You are posts are just amazing and very creative. Keep on share it.
    Content com android browser home

  36. rocky said:

    I am really surprised by the quality of your constant posts.You really are a genius, I feel blessed to be a regular reader of such a blog Thanks so much..I’m really enjoying the design and layout of your site. It’s a very easy on the eyes which makes it much more pleasant for me to come here and visit more often. Did you hire out a designer to create your theme? Excellent work!
    Onlinekaj.com
    Mobile Price Bd

  37. John Favors said:

    Thank you for this interesting thread. While taking a break from reading the entirety of the thread, I had to download on my desktop the toy blast game free. This game offers an entire new gaming immersion and better map navigation as well. Also, the car x drift racing pc has been out to the market for quite some time now to challenge the need for speed franchise. Both of which are worth the time being spent, and of course the download as well.

  38. Ron Richerd said:

    Thank goodness this Informative article is interesting and clear. Others I’ve read made me feel like I needed a degree to decipher them.

  39. gofic59 said:

    I really appreciate this great post that you have provided us. I guarantee this will benefit most people and myself. thank you very much!
    mycherrycreek

  40. animeflv said:

    Anime Online HD on animeflv

  41. Ndure Shoes said:

    Shop from a wide range of Ladies Shoes from Ndure Shop from a wide variety of Women s chappals, sandals, sneakers, sports wear, loafers, slipons and heels from Ndure Our shoes are made from best quality material that is durable Shop from a wide range shoes color and style At Ndure, we have a fashion for each one of You.
    Leather Belts Online In Pakistan:
    Shop from a wide range of accessories from Ndure. Our range of accessories include Socks and belts online in Pakistan. Shop best quality socks and belts from Ndure. Socks and belts are available in wide range of colors and sizes for men, women and kids. At Ndure, we have a fashion for every one of You.
    Shop from a wide range of sandals for girls from Ndure Shop from a wide variety of Women s chappals, sandals, sneakers, sports wear, loafers, slipons and heels from Ndure Our shoes are made from best quality material that is durable Shop from a wide range shoes color and style At Ndure, we have a fashion for each one of You.

  42. Halen said:

    Video production Brisbane is simply everything that goes into the ideation, planning and execution of a video. Historically video production involves three phases: Pre-production, Production and Post-production.

  43. Ava said:

    The OnePlus 8T has a nicer design and feel to it and a longer-lasting, faster-charging battery. OnePlus 8T Price in Bangladesh You can watch it online.

  44. kalasion said:

    Buy Women’s Clothing Online Store Kalasion

  45. AXRON said:

    buy handsfree in axron
    Handsfree Basim

  46. John Steven said:

    Thanks! bibliocrunch

  47. belberi said:

    Buy Mobile Accessories

  48. toto365.pro said:

    What’s up, I want to subscribe for this blog to obtain most recent updates, therefore where can i do it please
    help.

  49. Rios Cosmetics said:

    Stunning cleaning wipes and hand cleaner wipes are offered by Rios, a multi brand retailer The shop wants to give customers delight by offering top notch goods like Hand Wipes Their cleaning wipes is perfect and precisely what you require With their products like hand cleaner wipes, Rios satisfies all of your needs.

  50. axron said:

    in axron buy phone charger

  51. sportstotomen said:

    Excellent post I got a lot of knowledge after reading good luck. Theme of blog is excellent there is almost everything to read, Brilliant post.
    https://www.sportstotomen.com

  52. gostopsite said:

    Immensely thought out! This was the most detailed article I have read. Many readers would be interested on this site.
    https://www.gostopsite.com/

  53. 19guide03 com said:

    I will really appreciate the writer’s choice for choosing this excellent article appropriate to my matter
    https://www.19guide03.com

  54. Ndure Shoes said:

    Only the most trendy and stylish shoes for men are on offer online from Ndure, grab them today.

  55. Joseph I Payne said:

    ¿Buscas la mejor fuente para disfrutar del anime en línea? Animeflv es el mejor para disfrutar del anime online gratis con subtítulos en español https://animeflv.dev/

  56. fsdfsdf said:

    Have an awesome day!

  57. ??? said:

    hiya! Quality stuff ???

  58. ??? said:

    in this remarkable plan???

  59. fsdfdf said:

    lots folks that seem to test web page and provide those parents usefull data and records.

  60. sdsad said:

    on the point w On the factor when i have time i can have again to peruse a good deal greater, please preserve up the once i take a gander at your blog in chrome, it appears excellent however whilst beginning.

  61. ???? ?????? said:

    Preserve posting. Your blogs similarly extra each else volume is so interesting further serviceable it appoints me befall retreat encore. I can instantly seize your rss feed to live knowledgeable of any updates.

  62. dsad said:

    Thankful to you!

  63. ?????????? said:

    pleasant publiNeat submit. There may be an problem together with your website in firefox, and you could need to check this… ??????????

  64. ????? ???? said:

    what i don’t comprehended is in all reality the way you aren’t actually considerably greater very much wanted than you’ll be at this moment. You’re insightful. You see alongside those strains essentially concerning the problem of this concern, delivered me as i would love to think accept as true with it is some thing however a super deal of fluctuated points. Its like women and men aren’t blanketed besides if it’s some thing to gain with girl crazy! Your individual stuffs terrific. All of the time handle it up! What’s taking spot i am new to this, i coincidentally discovered this i’ve discovered it totally accommodating and it has assisted me with excursion loads.
    ????? ????

  65. fsadsd said:

    article from some days. ??????????

  66. SDFD said:

    Excellent post. I was conuality resource for free. ?????????

  67. toonily said:

    Toonily is on the mission to generate real readers on its website by providing high-quality manga to all ages. This website is dedicated to generating Korean translated comics and toons for the global audience. It is a safe place and secure for the customers to use. Toonily

  68. ?????2 said:

    Many people say it surrounds the simul. I’m afraid to see more than I can imagine???????

  69. BSNS Consulting said:

    Bsns Consulting is your trusted destination for expert tax consulting services. As a tax consultant, we specialize in providing valuable guidance and solutions to individuals and businesses alike, helping them navigate the complex world of taxes with ease. Our team of highly skilled professionals possesses extensive knowledge and experience in tax laws, regulations, and strategies, enabling us to offer personalized and comprehensive advice tailored to your specific needs.

  70. shayari wali said:

    Keep on adding more content so that we can learn more.
    good morning shayari
    This blog is very helpful.
    good night shayari

  71. Wink Mod APK said:

    Wink Mod APK

    Here you can download the wink mod apk for free. You can use it for enhancing video and images quality.

  72. BabyBoxShop said:

    Unwrap joy with our Baby Box Gift Boxes – a symphony of baby essentials nestled within beautifully designed packages. These boxes are not just presents; they’re an experience of opening happiness. With a variety of themes and contents to choose from, these gift boxes offer a charming and convenient way to celebrate a new addition to the family.

  73. Tiptop-Einrichtung said:

    A friseureinrichtung outlet is a store that offers discounted furniture and equipment for hair salons. Here, hairstylists can acquire high-quality furnishings at more affordable rates.Discover fantastic deals and discounts on hair salon furnishings at our Hair Salon Furnishings Outlet. Whether you’re a salon owner looking to revamp your space or a hairstylist in need of high-quality equipment, our outlet is your one-stop destination for affordable and stylish salon furnishings.

  74. Vallee Real Estate said:

    Experience urban living at its finest with apartments for sale in Richmond. Discover a diverse selection of stylish condos and apartments in this bustling city, known for its rich culture and convenient amenities. Start your journey to homeownership in Richmond today.Explore our listings to discover modern condos with stunning views, conveniently located in this thriving community. Your ideal Richmond apartment awaits.

  75. ValleeRealEstate said:

    Welcome to Vallee Real Estate Group -Your Trusted Partner in Real Estate Services.Our real estate group is committed to providing top-notch services for buyers and sellers alike. With a strong focus on market trends and customer satisfaction, we aim to exceed your expectations.Unlock the potential of your real estate journey with Vallee Real Estate Group.

  76. Vallee Real Estate.. said:

    Experience urban living at its finest with apartments for sale in Richmond. Discover a diverse selection of stylish condos and apartments in this bustling city, known for its rich culture and convenient amenities. Start your journey to homeownership in Richmond today.Explore our listings to discover modern condos with stunning views, conveniently located in this thriving community. Your ideal Richmond apartment awaits.

  77. blog here said:

    Fascinating read! The interplay between video, the web, and written content is ever-evolving. While video captivates with its dynamic visuals, written content still holds its ground with its depth and accessibility. It’s a delicate dance, and both have unique strengths. Explore more insights like these on Pangea Global’s blog, where diverse topics are expertly explored.

  78. shayariyaar said:

     Keep on adding more content so that we can learn more.Good Night ShayariThis blog is very helpful.Good Morning Shayari For GirlfriendGood Morning Shayari

  79. LUCKY COLA said:

    Discover the magic of pixels and the thrill of victory in every click. Game like there’s no tomorrow! Lucky Cola

  80. Himalayan Salt said:

    We examine several brands and variations and conduct a taste test to determine what makes the best Himalayan Pink Salt unique. The texture and flavor intensity of grains, ranging from fine to coarse, add to the entire gastronomic experience.

  81. ????? said:

    offer!. ?????

  82. Lodibet said:

    Join the adventure today and become a legend in the world of online gaming.Lodibet

  83. ???? said:

    g. this will help me so much in my learning ????

  84. ?? said:

    y website and you have given me an idea. ??

  85. ???? said:

    I cuon this topics in your next article ????

  86. ?? said:

    entertaining internet site ??

  87. ?? said:

    After research Accessories ??

  88. ?? said:

    I love the way you write and share your niche! Very interesting and different! ??

  89. ??? said:

    Great info!ong ???

  90. We Sell Stocks said:

    Explore the pinnacle of automation technology with We Sell Stocks, your go-to destination for Programmable Logic Controller (PLCs). Our diverse inventory showcases high-quality PLCs designed for various industrial applications, ensuring top-notch performance and efficiency. Whether you’re upgrading manufacturing processes or enhancing automation solutions, find the perfect PLC to meet your unique needs at competitive prices. “We Sell Stocks” is committed to delivering excellence in quality and customer satisfaction, making us your trusted partner for acquiring advanced PLC technology. Revolutionize your operations with our exceptional selection of Programmable Logic Controllers, setting the standard for efficiency and innovation.

  91. ipl 365 said:

    I admire your creativity in problem-solving. You bring fresh ideas to the table that inspire us all. Check my page for other related articles ipl 365

  92. laza126 said:

    I love the way you write and share your niche! Very interesting and different!

Leave a Reply