Stop Being Clever
One of the most common mistakes people make when they first start writing advertising copy is being too ‘clever’. They try to impress people with their ability to write humorous or ‘clever’ advertising copy, rather than simply getting the sales message across.
So why fall into this trap? Well it’s simply what they’ve learned from what they’ve seen, heard or read.
…all around the World advertising agencies spend thousands of dollars trying to produce award winning advertisements. These ‘clever’ advertisements are not designed to make sales for their clients but rather impress judges presiding over major awards. The judges themselves have no interest in how successful a campaign has been. They simply look for the best play on words, the biggest, the brightest or the funniest.
They miss the point to the whole exercise: Making Sales.
Let’s have a look at what he means.
You’ve seen the TV advertisement for the 4WD – the one that uses the young boy in nappies going around to pick up his girlfriend (also in nappies) and going surfing. A cute, clever advert…
Everyone remembers it, right?
Clever advert right?
What car is being advertised in that commercial…?
Now if you didn’t notice the vehicle, how effective can the ad be? (We’ve never heard the right vehicle from this question – so if you did, well done! 
)
Advertising is about one thing and one thing only … getting people to buy your product or service.
The problem with ‘clever’ advertising is simply that it doesn’t make people buy.
By the way, it’s a Hyundai Santa Fe. Gunna buy one?
Filed under: Marketing | Tagged: Advertising, NZ
