A truism both of sales and of advertising:
“The more you tell, the more you sell.”
Do your commercials Tell and Sell? Or do they just make vague allusions to the product or service being advertised?
Don’t say, “our affordable dinners.”
Do say, “Our $9.95 New York cut steak dinner with butter-dripping mashed potatoes, fresh vegetables, freshly baked dinner rolls and a crisp salad to start.”
Don’t say, “our factory-trained mechanics.”
Do say, “Each of our expert mechanics has at least 5 full years’ experience repairing, rejuvenating and revitalizing every type of Toyota there is.”
Don’t say, “Stop in for a free consultation.”
Do say, “Stop in and take our free, no-obligation 10 Warning Signs Of Hearing Loss test.”
Don’t say, “We carry the entire line of Hewlett-Packard products.”
Do say, “If you need a Hewlett-Packard printer, cartridge, scanner, monitor, copy machine, fax machine….You name it; if HP makes it, we’ve got it in stock today!”
Don’t say, “at savings you won’t believe!”
Do say, “We charge at least $100 less than any other dealer in the state.” (Or, if listeners immediately will recognize it as a tremendous bargain, simply name the price…)
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Have we gotten greedy by selling spots of a 10 and maybe even 30 second length for a car dealer yet with poorly thought out ,strategic copy that does not match that length?
its all about how much copy you can fit on a coctail napkin during happy hour!