Long-copy advertising classics

Put aside the clever headline, sharp tone and expertly crafted momentum that carries you to the end – and look at the actual information being conveyed. 32 miles to the gallon. Five pints of oil. No need for anti-freeze. 40,000 miles per set of tyres. Smaller parking spots. Lower insurance. Cheaper repairs.

The same goes for this Timberland long-copy classic:

It may have dated in terms of social attitudes, but look it up, read it from start to finish and see how hard the copy is working.

You learn all about the details of how the shoes are made. Not just the inspiration for the design and the philosophy behind it, but the nerdy details of how the design has been subtly improved over the years. And the details are interesting. Strip away the jokes and the rhetorical tricks and the tone of voice and you’re left with a pile of solid, irreducible facts.

Source.

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