Rodney Dangerfield: “With my wife there’s always something. She says when you get a haircut it’s not supposed to look like you got a haircut. So now, I’m trying to find a barber who doesn’t look like a barber.”
#19. Write a commercial that doesn’t sound like a commercial.
You know what ‘ad-speak’ is, right? Words or phrases you only find in advertising.
When we hear it, we tune out. So, avoid exaggerated claims, wild promises, and hard to believe offers. Steer clear of superlatives, vague words, and clichés.
OUR FRIENDLY AND KNOWLEDGEABLE STAFF CARES ABOUT YOU.
THIS IS A LIMITED TIME OFFER, SO HURRY IN.
LOWEST PRICES, GUARANTEED.
Instead, imagine you’re just telling a friend about this new place or product. Write conversationally. Choose contractions, half sentences or short phrases.
Write as if you’re letting us in on a secret. Employ a style your audience can embrace, with words and phrases they use and avoid the formal stuff, the ‘ad-speak’ you only hear in commercials.
Questions or comments? John@jjwriter.com.