ErinIs…

Rules.

Posted on: January 2, 2009

There should be some basic rules all advertisers follow when writing copy for an ad. I’ve started my list based on the most annoying ads of 2008 and I’m sure even more annoying and badly written ads will come out in 2009 to help me figure out 4-10. 

1) Do not claim something is “valued at $XX” if no one has or would pay that dollar amount for the product service.

Education Connection/Class in my Pjs your college guide is not a $100 value if the guide was never actually purchased by someone for $100. 

2) Do not use the words improved, revolutionary or better unless you can prove that the product or service has actually been improved, revolutionized or made better.

Victoria’s Secret just because you designed a new bra or panty does not make it revolutionary, you actually have to do something radically innovative to make that claim. 

3) Do not speak down to consumers. They’re not idiots. As an someone from an ad agency I can garuntee that 90% of the people putting together the ads have  never uesd the product or service. We like to think we know what we’re talking about but no one knows better than people actually using it. Speak honestly and clearly about the benefits.  

So Blackberry Storm I think you can safely assume that your target demographic is totally aware that the iPhone has a touch screen and all the features you copied. Don’t make your consumers out to be complete idiots


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