Yes, this is a typical bad radio commercial: Lame attempts at humor; painting the wrong pictures; inept storytelling.
But as advertising it’s not outstandingly bad enough to merit mention on these esteemed pages.
On the other hand, it’s an example of what we insiders call “Really Bad Marketing.”
At first it sounds like a fantastic offer (if you’re able to ignore the inane chatter that surrounds it):
If you buy golf clubs from this company, they guarantee “you’ll play better, or they’ll take them back…no questions asked.”
Wow! That is bold, brilliant marketing.
Until we get to the weasel words at the end of the spot:
“Can be returned within 90 days for full store credit.”
Translation:
“Our guarantee: If you don’t play better, we’ll still keep your money.”
Wow. What a deal.
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I agree with you that the nonsensical chatter distracts from a great selling message…great until you get to the disc-LAME-er…ugh!
Nothing wrong with a 90-day limit for full credit (and I assume, money back–but less, after 90) that’s reasonable, but why try and hide it. Everything in the disclaimer could have been said by a convincing and respected golf pro, without the cheezy attempt at comedy that fell flat. Using the offer as an ear-catching headline and then repeating it clearly would have been the better way to go. They would have sold out in a couple of days.
I don’t have time or the desire to keep track of who’s talking. I never knew which was Golf and who was Smith. Can’t tell who is Caldwell and who is Banker, either. But this type of faux guarantee is becoming more and more prevalent. You don’t get your money back. You get store credit so you can take back the clubs and get $500 worth of golf balls. Just what I wanted.