Seven Reasons Why Your Ad Sounds Like An Ad (Part 2)

You are filling your ad with phrases and clichés that are used in other ads. If it sounds like an ad their attention will shift to something else. Even if they do hear your ad, they aren’t going to remember where it came from and they aren’t going to care enough to make the decision to buy from you.

You are changing your ads too often. You may let a spot run 20-30 times before you change your message, but once the customer notices the change, they realize that it’s an ad. Run your spots long enough for the customer to get familiar, and even comfortable enough to let the actual message sink in.

You are assuming that the public knows as much about your product as you do. You are using terminology that may demonstrate your expertise, but turns the customer off to everything you are saying. Use terms that mean something to your customer instead of phrases that mean something to your competitors. Technical jargon signals customers that you are trying to sell something.

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Posted on August 3, 2011 in advertising

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