Driving around town lately, I’ve noticed a number of these ads at the bus stops.
Now I guess on the one hand, at least this got my attention. But, that might have something to do with the fact that I read pretty much every ad I see, just to see what they’re doing or not doing.
After all, that’s the game we play, right?
So what’s the big deal about this ad? Part of me wants to just throw it out there as comment fodder, but then on the other hand, there’s a valuable lesson to be learned here, and I don’t want to pass it up.
This ad is all about them.
Here’s a thought for the day:
Your customers do not care about you, they care about themselves.
It is only when you align your interests with theirs that they begin to care. So making an ad that is so blatantly about themselves has zero appeal to the customer… in my humble opinion. If your customer is looking for a car, then tell them to look at the Ford Racing website to find the best options available.
The SECOND FAIL in this ad (there are more – if you spot them, please comment below) is that there is no offer.
This is the epitome of the “build it and they will come” mentality.
“We’ve got such great printing, customers will automatically choose us for their needs”
You’ve most likely heard it said before that if you don’t ask for the sale, most times you’re not going to get it.
The THIRD FAIL is that we’re not even told what their product is. After all printers typically deal in quite a range of products… do they specialize in anything? Are they a Jack of All Trades? Master of None?
Are they the best brochure printer in town, or do they just do bus-stop banners?
Have you ever seen a grocery store advertise themselves by saying something like: “We’re awesome” ?
No, you get flyers in the mail with specific offers and specials. Note I mentioned SPECIFIC…
Ok, no more freebies. I already hinted at another FAIL in this ad, and I could keep on going, but let’s open this up. Can you spot more problems with this ad? If so, leave a comment below and get the ball rolling.