Do You Understand The Words Coming Out Of My Mouth?


With apologies to Chris Tucker in  “Rush Hour,” it appears that television viewers often don’t understand.

If you’ve ever watched a commercial and thought, “What the heck was that all about?” you aren’t alone.  According to an Adweek Media/Harris Poll, seventy-five percent of Americans say they have found a TV commercial confusing and one in five often find television commercials confusing.  Only fourteen percent say they never find television commercials confusing, and eleven percent do not watch TV commercials.  The study suggests that age and education do not play a significant role in the confusion.  Young and old, educated or not; most all of us have been baffled by an ad at one time or another.

Here’s a classic example of confusion aired by Sears in November 2005. (watch)

Sort of makes you scratch your head.  There is nothing wrong with clever and cute ads as long as your words are also powerful, persuasive and memorable.  A memorable message trumps a memorable ad any day.  If your ads are confusing consumers won’t consider your product or in a worst case scenario refuse to do business with you.

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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