The secrets to a good ad
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Most ads are written merely not to offend. This goes back to chapter one, “Nine Secret Words,” in Roy Williams first book, The Wizard of Ads. What are those nine words? “The risk of insult is the price of clarity.” Rare is the ad that makes its point clearly.
Here are the four biggest mistakes advertisers make that prevent their ads from being both clear and engaging.
Mistake No. 1: Demanding “polished and professional” ads
Mistake No. 2: Informing without persuading
Mistake No. 3: Entertaining without persuading
Problem #4: Decorating without persuading
Read on …