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The Wizard of Ads With 10 Great Tips

by terryrayburn
3 replies
Roy Williams hits another home run with "10 Things Never To Do In Your Advertising".

Example: #8, Classic but critical:

Never make a claim you don't immediately support with evidence.

Unsubstantiated claims are the worst form of AdSpeak. Give the customer facts, details and objective proof if you want to win their confidence. Specifics are more believable than generalities.

The MondayMorningMemo© of Roy H. Williams, the Wizard of Ads®
#ads #great #tips #wizard #wizard of ads
  • Profile picture of the author ObsidianKnight
    Terry,

    Simple nugget, but you are absolutely right. People who cannot provide proof of their claims might make a sale, but often lose a customer once those claims are proven false. In fact, they often lose many, if not all of their customers.
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  • Profile picture of the author Scott Ames
    Never respond to a challenge from a competitor smaller than you. Drawing attention to a smaller competitor makes them larger in the eyes of the public. Conversely, if someone bigger than you is foolish enough to shine their spotlight on you, dance in it.
    This is one that I have often thought should be touted to more marketers. Many times I've gone to a sales page for a software product only to find a chart comparing them to the competition. Most of the time I was not even aware of the competition and after reading that chart decided to look them up. Sometimes I've gone with the competition. In other words, they put the competition in front of my eyes and made me aware of them. If they had stuck with a straight sales page touting their product, pretending it was the only game in town, I might have bought theirs. Testing always trumps my opinion, but it strikes me that they could be losing sales that way.
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    Success consists of going from failure to failure without loss of enthusiasm. -Winston Churchill

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  • Profile picture of the author Adrian Jock
    Originally Posted by terryrayburn View Post

    Roy Williams hits another home run with "10 Things Never To Do In Your Advertising".

    Example: #8, Classic but critical:

    Never make a claim you don't immediately support with evidence.

    Unsubstantiated claims are the worst form of AdSpeak.
    Sorry to interfere, guys, but ... That's actually not a great tip by Roy Williams, but a legal requirement. Check FTC (Federal Trade Commission) website: Advertising and Marketing on the Internet: Rules of the Road

    If you like this requirement (I do), then you should prize the Goverment, not Roy (there's nothing personal )
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