Bingo. You need to cater to two audiences - those with a passing interest who'll gloss over big text and an image (often screenshots in the case of start-ups) but hopefully remember what they've seen, and the more dedicated who will get interested and read the long-format copy, researching before purchase.<p>Ogilvy forever pushed this style of selling - here's an example:<p><a href="http://www.annoyingdesign.org/blog/2009/08/04/ux-print-ads/" rel="nofollow">http://www.annoyingdesign.org/blog/2009/08/04/ux-print-ads/</a>