Don’t Try To Slip One By Me

Exaggeration Doesn’t Pay

I was eating breakfast minding my own business the other morning when an ad came on the radio that asked how I would like to read 1,000 times faster. Hmm, that’s enough to put down the shredded wheat for a moment.

The ad went on to ask what it would be right to read 10 books in the time it takes to read one. Math wasn’t my favorite subject back in school, but reading 10 times faster is much different than 1,000. The ad goes on to say that you can increase your reading speed by 1,000% – that’s not the same as reading 1,000 times faster. Maybe they didn’t make the claim of reading 1,000 times faster.

It took me three times to actually realize that the first line does say “1,000 times faster not 1,000% faster.” Inaccuracies in advertising drive me crazy. A television ad for a jeweler shows pictures of Monument Valley.   The voice over states that “the rocks were carved by glaciers and must be 10,000 feet tall.”  No they were carved by erosion and are only 1,000 feet tall. If they can’t get that right, how accurate are they about the jewelry?

Perhaps a normal person wouldn’t notice, but why risk they lie when the truth is just as interesting and more believable?

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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