Beyond Clichés


A prospective client was sharing an example of his radio ads the other day.   A  little more than halfway through the script, he drifted out of the current with claims of  “selection, service and our low price guarantee.”  Oops, been there, done that, got the T-Shirt.

When he’d finished, I asked him about his low price “guarantee.”  Turns out if you find the same item within 30 days someplace else he’ll refund the difference plus 10%.  The problem is he’s never put that information in his advertising.  American consumers have been fed a diet of empty promises for so long that no one pays attention anymore.   If I ran the store (and of course I don’t) I’d make a bold guarantee – pay double the difference not just the difference plus 10% – then promote the daylights out of it.

…. While other stores spend tens of thousands of dollars promoting their “sales,” we put our money where it does the most good – in your pocket.  We’re so confident of our every day low prices that we’ll refund double the difference if you find the same item for less within 30 days of purchase.  Double the difference – so sale or no sale, if you’re looking for x you’ll find it for less at Walt’s.

Unsubstantiated claims are little more than clichés cast aside by the brain as soon as they are heard.  Share the significant consequences of not delivering on your promise in your ads and your advertising becomes more effective.

About wizardwalter

After more than 35-years refining the craft of ad writing I know a bad ad when I see or hear one. The majority of my time is split between consulting a select group of small businesses and creating effective ad campaigns for others. I look at the world first as a consumer, then as a marketer. Rather than bringing pre-conceived notions and snap answers to my clients, I bring a lifetime of experience based on trial and error as well as 20 years of successful sales management experience to the table. I have been an adjunct professor at the University of Wisconsin, has taught at the Wizard of Ads® Academy and speak to groups of business owners on ways to improve their advertising any chance I get. I look for business owners who have a burning desire to grow and a passion to make it happen. Then I help bring out their best. When I’m not working with clients, I’m usually researching, writing, recording commercials and viewing the world in a tree house down the road from Lake Michigan. I travel light and have easy access to Milwaukee Mitchell and Chicago O’Hare. If you’d be interested in discussing your situation let’s talk.
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