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So I was in an interview/portfolio review yesterday and both of the creative directors said they loved my ideas and they could definitely see them being used in the real world. The only thing was ...

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Portfolio reviews are very subjective. Those CDs maybe right or they might not be, it's subjective. If you truly disagree show it around and see if their opinions are universal, if it's closer to 50/50 go with your gut. Also, there is the Bookreview Bowl, you should join and see what we all say. Anyways, good luck, we've all been in your shoes.

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I’d say the bulk of your work should be really tight. If you want to include some longer examples, do so sparingly. I would offer you this challenge though: if you can say it as well in fewer words, why use more? They won’t get read. Long copy is usually a) a bad idea but the client made you, or b) a writer’s self indulgence.

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As to whether long copy is “the right choice”: There’s nothing wrong with long copy, if it’s apparent that it’s A) strategically useful/necessary, and B) as concise as you can possibly make it within the tone/voice you’ve chosen. If you’re a copywriter, then *everything* should be as “tightened up” as possible.

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Just my opinion, but for long copy to work in a book it’s got to be amazing. Like seriously award-winning amazing. If I’m reading it, and lost interest for even a second, it drags everything down. Again, my opinion, but when I evaluate books I’m looking more for the ability to cleanly and concisely get ideas across, and less for the ability to create well-crafted long copy. The reason being, bad copy can always be edited, but unclear or unnecessarily muddled ideas are a much bigger problem.

likehelpful

Thanks! This is all super helpful. I think my ideation process is pretty straightforward, I just need to tighten up my writing a bit. 🙏🏼

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You may have your own style and reasons for writing lengthy headlines but if it’s not going to get you a job what good is making a statement?

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You should follow up in email and ask for more clarification instead of guessing. You could learn some valuable feedback.

helpful

they were having a hard time with the executions. And they said my lines needed to be tightened up. Which I understand, but at the same time I think using long copy was the right choice for some of the campaigns. Is this more of a case by case thing? Or are short, tightened up lines something all CDs want to see?

Thank you! I’ll have to check that out

Also, consider what the piece was. People tend not to have attention span to read long copy these days. For example, if it’s digital, you want to lure them in and be snappy with a call to action. Some pieces need a certain character count also and according to how it’s designed, long copy can’t be used. So, they could be right.

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