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What About: The Viking Gt. Drives Like A Car - Lol...
What about: The Viking GL. Drives like a car - loads like a van. As you see, the copy developed naturally by: (a) linking the first queue with the headline, (b) spelling out, early on, the attributes of the vehicle, (c) reinforcing those benefits with capacity/price/economy facts, (d) urging the prospect to take some positive action. Additional points to note are: (e) each USP was mentioned, or hinted at, twice, (1) the employment of some simply-go phrased questions to open doors to sales points, (g) tight paragraphs are easy to scan. A two-word question like 'How come?', for instance, is an effective and neat device for linking a promise with the facts about that promise.
Take the following promise: 'We give you a better service than most'. If followed by 'How come?' can help us introduce factual evidence like: 'Our service engineers are on call twenty-four hours a day,' or whatever the case happens to be. I'll repeat what I said earlier. Keep it short and keep it simple.
Much copy has no more than single-sentence paragraphs. Often, just one word suffices as a sentence.
But only constant use - meaning constant trial and error - will get you to that level of skill. As a decent-sized ad in one of the nationals, the above copy and headline, along with a suitable illustration (perhaps a picture of the number of people, plus the amount of luggage and paraphernalia which may be carried), would be quite impressive. The moderate length of the copy lends itself to the use of a large typeface; and that will make it the more readable.
Although you may probably never need to know anything about typefaces or typesizes, you should be aware that type is measured in 'points'. There are twelve points to an 'em' and six ems, or seventy-two points, to the inch. The type you are reading is eleven point. That much is worth knowing, because when your designer says he intends putting a headline in forty-eight point, you won't be left with a blank expression. Will you? The above ad would also work, relatively speaking, in an A4-size magazine, either as a full webpage or a half-page.
All that happens in this case is that the picture and/or the typesize is reduced in proportion. Enough of that. We have just picked up a new client. He is in the middle-of-the-road furniture business. By that, I am not suggesting he retails junk; but neither does he stock the thoroughbreds of the furniture world, either....next: >>