The most important rule for good copy is brevity.
Barra Financial Software
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—The headline in the ad on the left reads, “There may be a better way to pick stocks, but you’d have to hear about his mother-in-law, his homeland and his gall bladder operation.”
—The headline on the ad on the right reads, “There might be a better way to look at global equities, but it could cost billions to launch.”
—All of the headlines in this ad campaign for Barra, a financial software company, questioned the quality of available stock advice and then immediately drew the reader’s attention to the ad’s call-to-action.