Are body copies necessary for any ads? No body read body copy?
Ogilvy explained this controversial issue in his book, he state that body copies are really depending on different situations. The first one is how many people are interested in the kind of product people are advertising, for example, a lot of woman will read copies about food productions and cosmetics. Most men will read copies about electronic devices. The second one is how many people have been enticed into your ad by your illustration and headline.
Actually the average read about body copies in magazines ads is about 5%, that ‘s really low. So you cannot persuade people to buy it depends on body copies, you can only interest them in buying it. So we should avoid say “buy it” or “it is the best”, never write body copies as we write an essay. We should tell the reader what your product would do for him, make it clear and credible.
Body copy is so hard to figure out. For me it's almost impossible to know what to put in, what is necessary info about the product? You can't put too much or people wouldn't read it but you can't put too little or people wouldn't be interested.
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