Silk, Pert not a Plus, and WWF: March 2012 Ads Reviewed by Terra L. Fletcher

“Stop switching your cereal. Start switching your milk.” This ad by Silk captured my attention. We’ve all seen the cereal campaigns promising weight loss and lower cholesterol, etc. This marketing piece simplifies the issue. How much easier to switch your milk then give up your sugary breakfast cereal? The ad implies you can still eat what you want as long as it’s floating in silk. Had I been the copywriter I would’ve switched the wording a little. “Start switching your milk,” doesn’t have the ease it should. I would’ve written, “Stop switching your cereal. Switch your milk.” I think that would make it clear this is a one-time change.

This ad by Pert surely caught my attention, but it left my feeling a little dirty. My son, no matter how dirty, is not a pig. As a mother and the household’s designated shopper, this ad was probably directed precisely to me. It doesn’t work. I don’t like the content, “Let’s face it, kids come in one flavor: Dirty.” Are you kidding me? And, “It’s the best way to keep them from looking like they live in a barn.” Wow, just wow. How condescending. Is this fear marketing? If I don’t get Pert for my kids, people will think we live in a barn? I will NEVER buy this product.

I have to hand it to the World Wildlife Fund; this ad has a lot going for it. It came out at a time when a lot of people are thinking about giving something up. It addresses the fact that the challenge won’t be easy. It’s simple, attractive, to the point. I’ll be marking my calendar for March 31, 2012. Also, an interesting call to action. The ad lists YouTube as a primary call to action, not even the main WWF website is listed. This is a very focused initiative. 

Please share your thoughts below. Have an ad you'd like Terra to review? Email it to terra(at)fletcherfreelance(dot)com.

Ad Critique

"Do your eyes need more sleep?" This is a technique (visual representation of a benefit) I've seen more of lately and I like it.

People are so visually inclined. And attention spans are so short. This concept takes very little time for us to grasp. What a striking visual. This really makes the point.

Do you have a product that can be displayed in a way that is representative of the benefits of using said product?
 
 

Editorial? This Smuckers Ad looks more like news. I guess it would fit the Advertorial technique. The best advertising is advertising that doesn't look like advertising. If you can't get your press release published - try this technique.
 
You'll notice the fine print "Advertisement" in the top left corner, but not until you've read the whole ad. The history of a company always makes for a good read. Every business has a story. Make sure yours is on your website's About Us page. This page should never be overlooked. People like doing business with businesses they feel like they know.
 
 

This ad for Nescafe addresses a point of pain. Similar products are more costly. Again this is a quickly grasped visual. This ad uses a comparison technique as well.
 
Notice the Facebook reference at the bottom of the page. They did this right. It doesn't just say "Find us on Facebook." The ad directs viewers to the custom URL. Be sure to make the most of your Facebook business page.

 
Another great visual comparison. "If you could take fewer pills, why wouldn't you?" The question paired with the visual make such a strong statement.
 
My advertising challenge for you this week is to create a visual representation of a benefit of your product, whether a comparison or direct address of a "point of pain" - see what you can come up with.
 
Please email me your ideas or an ad you'd like to have critiqued.
terra(at)fletcherfreelance(dot)com.

Weasel Words used in Advertising

The phrase weasel word is derivative of the egg-eating habits of weasels. Perhaps originating with Shakespeare’s similes of weasels sucking eggs. There is some debate as to whether weasels actually suck eggs. Either way the image is a claim or word that, upon analysis, is empty. These words suck the life out of the words next to them.


Weasel words sound good, but don’t mean anything. They create the impression of something specific and meaningful, but are vague and ambiguous claims. Weasel words avoid making outright assertions, imply meaning far beyond the claim, soften force of otherwise controversial statements, detensify, and mislead.

Examples of weasel words include helps, virtual, acts, works, can be, as much as, refreshes, comforts, fights, somewhat, in most respects. Such words and phrases can “spin” a story in another direction, and change public impression.

You will see such trickery in the commonplace practice of “Items reduced up to 70%” Which allows shoppers to imagine many items reduced by 70%. In reality there will be no discounts exceeding 70%. In fact the store could not reduce any prices and still be “honest” in their ad.

Most common weasel words are vague numerical expressions (some people, experts, many), use the passive voice (“it is said”), or detensify (often, probably). Other expressions simply violate George Orwell’s rules by using euphemisms, clichés, qualifiers, vague generalizations, or non sequitur statements.

Examples from Wikipedia include:

• "A growing body of evidence..."[11] (Where is the raw data for your review?)

• "People say..." (Which people? How do they know?)

• "It has been claimed that..." (By whom, where, when?)

• "Critics claim..." (Which critics?)

• "Clearly..." (As if the premise is undeniably true)

• "It stands to reason that..." (Again, as if the premise is undeniably true—see "Clearly" above)

• "Questions have been raised..." (Implies a fatal flaw has been discovered)

• "I heard that..." (Who told you? Is the source reliable?)

• "There is evidence that..." (What evidence? Is the source reliable?)

• "Experience shows that..." (Whose experience? What was the experience? How does it demonstrate this?)

• "It has been mentioned that..." (Who are these mentioners? Can they be trusted?)

• "Popular wisdom has it that..." (Is popular wisdom a test of truth?)

• "Commonsense has it/insists that..." (The common sense of whom? Who says so? See "Popular wisdom" above, and "It is known that" below)

• "It is known that..." (By whom and by what method is it known?)

• "Officially known as..." (By whom, where, when—who says so?)

• "It turns out that..." (How does it turn out?)

• "It was noted that..." (A commonly used start of a line by Auditors with poor workpapers or little evidence)

• "See why more of our trucks are sold in Southern California than in any other part of the country." (Southern California is a big vehicle market.)

• "Nobody else's product is better than ours." (What is the evidence of this?)

• "Studies show..." (what studies?)

• "(The phenomenon) came to be seen as..." (by whom?)

• "Some argue..." (who?)

• "Up to sixty percent..." (so, 59%? 50%? 10%?)

• "More than seventy percent..." (How many more? 70.01%? 80%? 90%?)

• "The vast majority..." (All, more than half—how many?)

• "... up to 50% off." (How many items were actually decreased in price by half? The statement holds true even if the price of only one item is reduced by half, and the rest by very little.)

• "Save up to $100 or more!" (What exactly is the significance of the $100? It is neither a minimum nor a maximum, it just sits arbitrarily somewhere in an undefined range.)

• "... is now 20% cheaper!" (Cheaper than what? The last model? Some arbitrarily inflated price?)

• "Four out of five people would agree..." (How many subjects were included in the study?)

• "... is among the (top, leading, best, few, worst, etc.)" (Top 100? Best in customer service/quality/management?)

• "... for a fraction of the original price!" (This wording suggests a much lower price even though the fraction could easily be 99/100)

• "More people are using..." (What does that mean in numbers?)

• "Nothing Is Stronger/Longer Lasting/Safer." (How many are equally as strong/long lasting/safe?)

• "Lose 20 pounds in 3 weeks" (20 pounds of what? Water, muscle, bone?)

Check your ads. Do they sound like this? If so, it may be time to hire a professional copywriter. Call Terra today at (715) 584-6773.

Ad Critique

“Wash the day away.” There is a lot going on in this ad. The primary feeling/imagery conveyed is that of relaxation, therapy even. The showerhead being sold is one that comes apart so you can target healing streams of water right where you need it. And whose shoulders don’t need a little extra attention at the end of the day? And I have to admit, the attractive model caught my attention. Who thought Delta was a sexy brand?  The old adage “sex sells” certainly applies.

I picked up this napkin on a recent visit to the mall. It is a good reminder not to overlook marketing opportunities. What do you have or giveaway that could have your name on it? Are you making wise use of dressing room walls, for example? You could post photos of ensembles or testimonials from satisfied clients. Does your waiting room feature general topic magazines and abstract art? Could you display charts or graphs and educational brochures? Don’t overlook an opportunity.

I have to give a shoutout to local company, Darboy Stone and Brick. Their radio commercials are some of the best I’ve heard in a long time. There website is really nice as well.

This Week’s Ad Critique

This ad for Discover caught my attention. There were few other orange pages in the colorful magazine. Again it is a simple ad. There are lots of action words, but the question is… does it have a clear call to action? “Switch to Discover” is oft repeated, but the ad does not say “apply today” or “call now.” What are your thoughts? Please leave a comment.


For those of you interested in continuing the conversations about effective ads be sure to visit Fletcher Freelance on Facebook. You’ll find a photo album of ads. Ads from this blog will be archived there as well.

If you have an ad you’d like to submit for review please snail mail it to:

Fletcher Freelance
518 South Union Street
Shawano, WI 54166

Ads That Persuade

Whether you call it advertising, marketing communications, copywriting, or ads – I enjoy them all. I like reading, watching, listening to, and writing ads.

With all the communication, really an excess of ads, sometimes I feel like I’m just adding to the hum that most people block out. On the other hand, I work for some really great companies – especially local companies. I know the importance of shopping locally and how important differentiation is.

I DON’T want my clients to shout at you, post continuous updates of their low low sale prices, or overwhelm you with technical jargon. That stuff doesn’t work! I don’t even “stay tuned” for those kinds of marketing communications.

What are the techniques used in advertising? What does work? What doesn’t? Stay tuned my friends. The next couple of posts will address these questions. I’ll also provide samples of ads that I really like, not just because they’re entertaining, but because they are effective.

Rustoleum - "Any angle. Any surface. Any questions?"

This Rustoleum ad works because it is simple, addresses a point of pain (other spray paints only work when held upright), and it is visually appealing.

WHAT ARE ADVERTISING TECHNIQUES?

Simply put, techniques are communication tools that we use in our everyday lives. These tools influence thoughts, feelings, and memory. Humans naturally choose words and the way we deliver them to arouse interest, captivate attention, explain, and affect desires and actions. As a mother of a two-year-old I can tell you I constantly experiment with words and delivery methods to achieve the desired result.

Today about 50 different ad techniques have been defined. But as far back as Aristotle in 423 BC three primary persuasive techniques have been proven; Ethos, Pathos, and Logos.

ETHOS – Greek for “character.” The credibility or ethical appeal is based on the reputation of the writer/speaker/company. When you become an authority on a subject and someone likable and worthy of respect - then your marketing will have greater impact.

PATHOS – Greek for “suffering” or “experience.” Emotional appeal or appeal to the audience’s sympathy is effectively used to enhance an argument or persuade. If the audience identifies with the writer’s point of view, empathizes with the campaign – then abstract concepts become palpable and present.

LOGOS – Greek for “word.” This is often thought of as the logic of reasoning or internal consistency of the message. This is the most important means of persuasion, and the easiest to utilize. Give reasons and back up your claims with supportive evidence.

Watch for a more in-depth article on Aristotle’s Three Elements of Persuasion in the near future. Next week – 20th century and beyond.

If your ads are drowning in a sea of cliché please call Fletcher Freelance today.

(715) 584-6773

Graphic Enhancements

Graphic enhancements should not be left to artists alone. The person who writes copy should use graphic enhancements to add voice inflection, improve readability, and make the copy look easy to read. Graphic enhancement adds a personal touch and aids in formation of the double readership path.

Graphic enhancement may include (you'll have to use your imagination, blogger limits enhancements):

• Bullets
• Numbering (numbered lists)
• Underline
• Bold
• Varied type
• Highlighting
• Simulated/actual handwriting
• Boxes
• Asterisks *
• Subheadings

Graphic enhancements are crucial in long copy. Few individuals may read every word, but if you draw them in by highlighting the important words and phrases, you message is sure to get across. Try reading your ad or brochure all the way through. Now go back and read just the items with graphic enhancements. If your message is still there – you’ve done your job.

For help with your next ad or to give your marketing materials a makeover call or email Fletcher Freelance today at (715) 584-6773 or terra@fletcherfreelance.com.

When you Shouldn't Listen to Marketing Consultants

You’ve probably seen the classic movie, “Mary Poppins.” She touts that a spoonful of sugar helps the medicine go down. I watched that movie many times as a child, but watching it recently I came to appreciate this oft mentioned advice. Everything you say or do is “easier to swallow” when it comes with a little affirmation -and- from a trustworthy source.

Here is my spoonful for the day.

1. I am a marketing consultant, but you are the expert in your business. Don’t do it if it doesn’t feel right. My recommendations (or anyone else’s) are generally just opinions. Hopefully well thought out and researched, but still opinions.

2. You could and should do your own ads. At least to learn how to advertise and how to tell good ideas from bad.

3. If you do hire someone, hire someone to work with you, not make all the decisions. The experience of a marketing professional combined with your knowledge of your business is the best combination for success.

It’s also wise to hire someone with an affinity for cheesy classic musicals.

How Long Should Your Ad Copy Be?

Does length matter? In most cases your audience will only read the headline. But, if they do continue on, what works? Studies have shown that ads of 300 words or more create more product awareness.

A Merrill Lynch ad in the New York Times of over 6,400 words resulted in 10,000 responses. The real reason your ads fail has little to do with length.

Your ad should be the right length for you to express whatever it is you need to say. Just remember to focus on one thing (one feature, one benefit) per ad.

Why Ads Fail

Most ad campaigns fail because they aren’t reaching your target audience.


Ads fail because they are all about you. You know the old benefit-feature rule. Why are you talking about yourself so much? People want to know, “What’s in it for me?”

Ads fail because they are boring. Get out the yellow pages and look up your business. Look at your competition. How many times do you see the same words and phrases throughout? Your company needs to stand out.

Ads fail because they don’t affect emotion. You need to sell the emotional end result. Not the product. Harley doesn’t sell motorcycles. They sell the excuse/opportunity for 43-year-old accountants to wear black leather and have people in small towns fear them. Sell the attitude, sell the lifestyle.

Why Ads Succeed

Ads succeed because they reach your ideal customer. They are in the right media, the right frequency. Successful ads contain information, create interest, and get the audience involved.

For more successful ads and a higher return on your advertising investment contact FletcherFreelance.com today!

(715) 584-6773
terra@fletcherfreelance.com