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Sometimes You NEED Copy

Mar 03 2009

So funny that in most of the situations of emails that I work to create or review I am always calling for SHORT and CLEAR copy. Don’t give them too much to read I seem to shout around the office here. Now it is not that I am ANTI-Copy, but Anti-time use. What do I mean by that? I mean that if I get 500-700 emails a day in my inbox, then I need to know WHO, WHAT, WHY and What’s in it for me. End of story….

But then I look at what is going on in the auto industry and see this email from Saab today. Which led me to think that there are times when copy and emails in letter format are VERY important. When a situation as serious and confusing as a major automotive brand facing challenging times, car owners not sure what to do about it and by giving them the clear PR based approach this works for me.

It is odd that so often I hammer home why less is more, shorter is better, drive to the action.. when at times there are room for many approaches given the situation.


Published in Best Practices, Brand Marketing, Email News

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3 Responses

  1. 1
    Lorna says:
    March 6th, 2009 at 9:18 am

    Hi Dylan,

    Very good post. Could be even better if we could read the letter from Saab.

    One reason for brevity in copy is that so many people have the attention span of a gnat. Could also be the fault of multi-tasking. This becomes truly a challenge when one has to convey a complex message.


  2. 2
    Dylan Boyd says:
    March 6th, 2009 at 11:20 am

    If you click on the image it will open in a Full size image to read.

    And sometimes we all just need to stop, slow down, and absorb the message.


  3. 3
    Matt Caldwell says:
    March 9th, 2009 at 2:39 pm

    Just remember, More copy = Less graphics.