A Call to Action: The Long and Short of Effective Ad Copy Length
By Ed Pierce, Fleet Industry Marketer
An often-asked question marketers consistently hear from management is “Which is more effective: long ad copy or short ad copy?” Usually, the question is raised when response rates are low, executive bias kicks in, or other extraneous factors come into play.
Copy length, in my experience, depends upon one point, summed up best by Howard Gossage, the advertising innovator, and iconoclast during the "Mad Men" era. He said: “Nobody reads ads. People read what interests them. Sometimes it's an ad.”
Based on that adage, an ad should have as much copy as it takes to keep the readers’ interest, but no more. What are the points to make that persuade people to buy your product or to ask for more information? How many of these points are necessary to make your case?
New York Buying A Fleet of Electric Vehicles
New York City is charging ahead with plans for the largest fleet of electric vehicles in the nation.
“We’re adding 2,000 electric vehicles to New York City’s municipal sedan fleet by 2025.”
That’s Nilda Mesa, director of the Mayor’s Office of Sustainability.
VW to Step Up Spending on Automated Truck Technology
Volkswagen's truck division will spend about half a billion euros ($569 million) by the end of the decade to improve automated connectivity of heavy-goods vehicles, it said on Monday.
MAN, part of VW's trucks division, used an event in Munich to demonstrate the feasibility of truck "platooning", in which a human-driven truck is followed in convoy by semi-automated trucks.
German rival Daimler has been at the forefront of truckmakers' push into self-driving heavy-goods vehicles, citing improvements in driver safety and fuel efficiency.
Addressing and Solving Work Truck Supply Chain Issues
Work Truck Solutions was founded with the purpose of solving a host of supply chain issues, and making work trucks easier - and faster - to order.
David Wallace, ‘The Safety Guy,’ to Speak at CEI’s NAFA I&E Booth
Nationally renowned safety expert David Wallace will be the featured speaker at The CEI Group Inc.’s booth at the NAFA Institute and Exposition in Austin, TX, next month.
Mr. Wallace, an assistant prosecutor and pioneer in traffic safety, founded one of the country’s first Traffic Safety Resource Prosecutor programs. He will speak on “The Four Steps to Creating a Traffic Safety Culture at Work” at 11 am on both Wednesday, April 20st, and Thursday April 21nd at CEI’s Booth # 501, and will be available to meet and greet visitors and answer questions before and after his talk. Mr. Wallace is affiliated with the Justice Speakers Institute.
CEI will be stressing throughout the event that fleets can reduce their accident rates by as much as 35% and save millions of dollars year with the right safety culture and systems that focus on changing driver behavior.
