Although a lot of ads I see out here have very little copy, it doesn’t mean copy isn’t important.

As far as I’m concerned, FREE, NEW, and especially NOW OPEN are simple words and phrases worth their weight in gold. And any sort of combination of the word SALE and say, half-off, part-, or end-of-season are magic to many an ear.
So it was a disappointment to see the new corner store and laundromat near me lacking any sort of signs saying “YES WE’RE OPEN!”
I already knew by it’s location that it would be more convenient for me to shop there. Every day we were hoping for a sign. Just one word of encouragement. Instead the result was a sort of “store opening watch” between my neighbors and me. We would constantly evaluate from a distance whether or not the store would be open soon based on the number of boxes outside, lights on, and type of people inside. Believe me, this type of small talk gets old. Thankfully the store finally opened without any fanfare. Or signs. I found out it was open by walking in one day and asking.
It is a simple yet tangible reminder that copy is not dead. Simply because people still read. We LOOK for words, phrases, and signs just as much as they look for a great image. We need them to communicate our every-day-needs just as much as our business needs. Email, Google, RSS, Twitter, Wikipedia anyone? As long as people still need and want information, copy will never go out of style.