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12. Keep Your Copy Short And Sharp
The first generation of advertisements used to be just copy—a block of type that explained the product, the features, where you could get it, etc. But, times have changed, attention spans have shortened and time has become more valuable, so now, short and sharp copy is where it’s at.
A really good piece of advertising copy is definitely nothing to turn your nose up against, but sometimes a super short and simple piece of copy can be the most effective, especially if it’s accompanied by a strong visual.
This example for Land Rover uses just two words of copy and a super strong visual to create an attention-grabbing, clever and smart ad. They focus on one feature of the car and put a simple amount of punchiness to it.
Keep in mind when designing your ad, that short and sharp copy is much easier to remember and consume, as your audience will instantly read your message as soon as they glance over your ad – getting the message right away, loud and clear.
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