Ads That Won’t Bring A Fair
Return On Investment & Why!
Here’s Why Most Advertisement $ Are Wasted!
Unless you have a Billion $ or so to advertise on TV like McDonald’s, you must be careful how you spend your hard-earned money. The key is to carefully craft your advertisements AND communications of all types for high impact in 5 areas: Headline, Promise to Educate, Reasons to Buy, Low-risk Offer and Layout. But that’s another subject.
Have you wondered how your Reps, Customers and Salesmen could receive better information? Better communication always equals better results. If your company has not made any market headway over the past year, the main problem may simply be strategic (what you say and how you say it) not where you advertise!
Here’s some excerpts found in actual Ads from a key trade journal that somebody signed the check to publish! I’ve categorized them by why they failed the advertiser.
1- Use of Platitudes. These are words or phrases that are predictable
and commonplace. They lack power to grab interest because of
overuse - but are never-the-less stated as though they were original
and/or significant. No! They can’t describe, exhibit, demonstrate,
reveal or display anything about the product. With no distinction –
no separation - no differentiation from the competition, they sell
NOTHING!
Here are some examples:
• “World Class . .” • “exceptional quality and reliability”
• “Setting the standard” • “The new standard in” blah, blah
• “Hearing is Believing” • “. . without missing a beat . .”
• “A breakthrough in . . .” • ”Infinite . . .”
2- It’s easy to replace the company’s name with a competitor’s:
• “The future is wireless . .” • “Loved by Thousands. .”
3- Any company can make the same claim:
• “5-year warranty” • “small, powerful, natural response.”
• “You can have it all” • “Ready for the real world”
• “Systems solutions providers” • “Never before . .“
• “Behind every great speaker is a great . . “
4- Anyone can say “So What?”
• “An uplifting experience . .” •“folded ribbon driver.”
• “Roads to Choose.” •“Visionary.”
• “Clearly . .” •“Focus. . “
• “New from blah, blah, blah.” •“New Sound (or Audio) Family “
Another excellent test for your Ad: Would you mortgage your home just to raise money to run it? If not, it needs to be fixed!
Contact us for a FREE 45-minute marketing evaluation (Value $75) of any Ad, Brochure, Script, Letter or Bulletin. No hassle – just a pleasant phone call.
