Watching the promotional video for a friend’s new product recently, I found myself really engaged. It was a beautiful piece with vibrant imagery. Whomever produced the video worked hard and the finished product was well worth watching. It was compelling, visually. It was a piece of art.
Great art alone never sold anything
But nothing in the piece told me what the product was, why I might use it or how I can even buy it.
Great art serves a purpose. But great art alone never sold anything. For that, you need great copy.