One of my favorite, long-out-of-print books is Maxwell Sackheim’s MY FIRST 65 YEARS IN ADVERTISING. In it, Sackheim said:
People go through life with their minds only half turned on, except when they’re promised an adequate reward for their full attention…. There are four ‘why’s’ to be remembered in and answered in each copywriting job:
1. Why should anyone listen to it?
2. Why should anyone believe it?
3. Why should anyone do anything about it?
4. Why should it be acted upon immediately?
Does every one of your commercials answer those four questions?
Really bad copywriting…Lame opening line…No core message…Words…and Music! Only Las Vegas Convention Center radio commercials can provide…
Well, give it a listen.
Despite the poor economy, Las Vegas must be doing great. They must have more money than they know what to do with if they don’t mind throwing it away on advertising copy such as this:
Only Las Vegas can provide you with unique Circe de Soule experiences like nowhere else.
Kudos to the office secretary who wrote that radio commercial copy for the Las Vegas Convention Center!
