Advertisers strive to connect with customers, but sometimes miss the mark. Want to ensure your ad ends up in the trash? Follow these ‘wrong’ tips:
1. Start with ‘If you want…’: This creates doubt. Customers will likely postpone buying, maybe indefinitely.
2. Highlight flaws: Open with remarks about customer shortcomings, like ‘Are you going bald?’ This is a surefire turnoff.
3. Claim ultimate uniqueness: Don’t be modest. Assert your product solves *all* problems from the get-go. For example: ‘Our service fixes everything!’
4. The ‘Company X Presents’ headline: If you’re unknown, this screams obscurity. Assume everyone knows your name – even if they don’t.
5. Font frenzy: Use every font available. Decorative fonts for contact info? Perfect! Make it a guessing game. Smallest font possible for address/phone number – make it hard to find you!
6. Size matters…wrongly: Bigger font = more emotion? Not really. Ramp up the font size with each phrase, bolding and italicizing randomly. Visual chaos!
7. Preach: Talk down to your audience. ‘Of course, you don’t know…’ or ‘You have no idea…’ Make them feel inferior.
8. Jargon overload: Assume everyone understands your industry lingo. Use specialized terms and complex words without explanation. Let customers struggle and feel stupid. Don’t explain benefits; make them figure it out themselves.
9. No paragraphs, just walls of text: A single, dense block of text is ideal. Cram it with subordinate clauses. Make every word feel essential, like a scientific thesis.
Following these tips will almost certainly sink your sales.