Swiped: Skoda’s Bland Background

Freelance copywriters love long copy.

But we would, wouldn’t we?

In terms of work, we like projects we can sink our teeth into. Excuses to get creative, to go deeper, and to be clever. Long copy lets a copywriter show off. We also like to read them, because we’re the type of people that read. We’re interested in advertising, and how a writer can hold attention beyond a strapline.

But what about customers and prospects, the people that really matter? Have time-short consumers really got time to read all that copy?

In this Swiped post, I’ve chosen a long copy example that’s uniquely aware of the debate. It doesn’t expect anything from its audience.

But it persuades prospects effectively, whether they go long or short.

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