Saw an ad on a bus the other day. The copy line was:
“Beach read of the summer”
Although simple, it struck me how much information was crammed into those five words; three words if you remove the non-descriptive “of the”.
“Beach read of the summer” implies:
• That it’s a book (read)
• That it’s popular (of the summer)
• And it even tells you where the perfect place to enjoy it is (beach)
Not quite interesting enough to elaborate on. But reminded me that good copy writing isn’t always witty, it can also just be smart, saying a lot with very few words.
Yes, I know it’s Friday night.
