Less copy is almost always better than more copy.
(I don’t mean short- vs. long-form copy. I mean concise vs. verbose copy.)
But sometimes an ad doesn’t need words to be effective.
It only needs the idea.
(Copywriting is more about ideas than writing, you know.)
Just look at this brilliant campaign…
It’s a perfect example:
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“Think visually,” wrote David Abbott, the renowned copywriter. “Ask someone to describe a spiral staircase and they’ll use their hands as well as words. Sometimes the best copy is no copy.”
Words are a means to an end.
Copywriters use words to evoke emotions (because emotions sell). That is their purpose. But there are ways to conjure feelings without words, too.
So don’t fetishize the presence of words in your advertising.
Sometimes words aren’t necessary at all.
Sometimes the best copy is no copy.