The lost art of longform copywriting

In a world where everyone wants easily digestible content in 60 seconds or less, long-form copywriting is often seen as ineffective or even an abuse of your audience’s time.

Why spend 3–5 minutes reading or watching something when social media has trained our brains to take in only seconds' worth of content before deciding to scroll on by?

As media costs have risen and our attention-seeking economy has flourished, devoting budgets to long-form advertising can seem wastefully ineffective. Marketers are encouraged to think in relevant and timely quips rather than in paced storytelling.

The skilled long-form copywriter may be as challenging to find in marketing agencies today as the elusive Bigfoot.

And that is a shame.

Because storytelling at its best takes you on a journey. It offers more than quick “hits”; it draws you in with a slow deliberation of purpose that soothes the mind while engaging it.

When done right, long-form copy breathes.

It allows time for reflection.

It builds toward something worthwhile, and the payoff feels like time well spent.

For brands looking to distinguish themselves, long-form ad copy can showcase deeper thought and vulnerability, leading to stronger connections and community building.

It uses words thoughtfully to build brand affinity with longevity in mind—defying our impulses for more, now, faster—asking us instead to hold a brand in our minds; to pause and notice it.

As advertisers and marketers, isn’t that what we truly want to accomplish? Beyond just “impressions” or “views,” we want our audience to hold on to a piece of our brand, to let it into their minds and have it stay for coffee.

Long-form copywriting asks for your attention. It doesn’t demand it with flashy graphics or pithy comments.

In today’s marketing landscape, it is a lost art.

And that is a shame, not only for our industry professionals but for our clients, who could truly benefit from this craft.