body copy

Main copy block of an advertisement as distinguished from headlines, subheadings, coupons, logo, captions of illustrations, and the like; also called body text or text. The body copy tells the sales story and is usually written as a personal one-on-one conversation. It explains how the product will satisfy the customer's need and appeals to the reader's self-interest. The length of copy will depend on the copywriter's technique, the product being sold, and the sales idea being presented. In some cases it will be a simple sentence; in others, a long paragraph. Generally shorter is better, but the only rule of thumb is that the body copy must sell the product.