Sometimes....Less Is More

This morning a full page ad consisting of only 9 words, one graphic, a logo and A LOT of white space, caught my eye.

Apparently Mr. Whipple is no longer with us. On page 12D of USA Today (yes, I’m traveling and it’s the morning paper I found outside my door) a cleverly placed add, packs a punch.

The graphic is one of the Charmin bears, roll of tissue in hand, dabbing a teary eye with quilted toilet paper. Below the graphic the text reads: In memory of Dick Wilson. “Mr. Whipple” 1916-2007. Then, of course, the signature “Charmin” font treatment logo.

I understand the importance of using your real estate in advertising effectively. I know it makes sense to say whatever you need to say to make the sale. At the same time, I cannot discount how emotional impact can help shape and support a brand. More… I found myself remembering Mr. Whipple and oddly felt an emotional connection with the weeping animated bear. I’ll probably hear “Don’t squeeze the Charmin” for the rest of my drive back to Idaho, today.

I am continuously asked if long copy out-performs short copy. Direct response authorities Dan Kennedy and Bill Glazer have statistical proof that it does. And, at the same time, short copy can pack quite a punch, especially if the short copy hits an emotional chord.

While the full page Charmin ad, sporting tons of white space, minimal words and graphics might not be designed to sell, it will do so by default. The ad agency handling this account is well aware of the nostalgic feelings “Mr. Whipple” brings. Creating emotions in the cartoon bear connects women to the product (after all, in most two person households, women are the TP purchasers). Plus, a tasteful farewell to an advertising icon positions the company as caring. These elements coupled with the softness of Charmin, definitely sells.

My point: Use both long and short copy when appropriate. My background started in traditional ad agency “short copy” mentality. Studying the direct response masters like Kennedy and Glazer (and implementing long copy tactics) has proved to be quite profitable. For the most part, I masterfully blend the two to create messages that support my own personal flair.

Do what works for you and your business.