If you read most ads you find on the internet, you’ll see that a lot of copy looks and reads the same.
Why’s that?
Most copywriters are learning from the same places.
They’re reading the same Twitter threads, buying the same courses, desperately leafing through the same generic guides.
To stand out, look backwards. Specifically, look back in history at a man named David Abbott. He was one of the most brilliant admen of his era (and of all time). This is his best work. It’s an ad for the whisky brand, Chivas Regal.
We’ll paste a sample so you can take a sip:
“Because I’ve known you all my life. Because a red Rudge bicycle once made me the happiest boy on the street. Because you let me play cricket on the lawn. Because you used to dance in the kitchen with a tea towel around your waist…”
This goes on for 21 more lines. It’s a massive ad. Reading it takes at least a minute.
Notice something?
Abbott’s copy isn’t “short and punchy.”
It’s long, and it’s good. While he wrote the copy for print, it could work just as well online.
If you get the chance––and this can be on your homepage, about page, sales page, or somewhere else––try writing long copy, Abbott-style. Write with passion and emotion.
Because while the advice to write short copy might work for average copywriters, you’re not average.
And you’re going to sell more than the lot of ‘em.
