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Too Much Build-Up: Over-Zealous Ad Copy Can Break The Sale


How many times has this happened to you?

A friend recommends a film that just came out: "You've GOT to see this movie! It's SO (funny, scary, suspenseful, etc.)." They start quoting lines, excitedly taking you through the plot. You're hanging on their every word. Seems like cinema doesn't get any better than this! So you run out and plunk down $10 to see the movie. And what do you discover? That this is "just another movie"... mildly entertaining, at best. Next time this friend starts crowing about another fantastic film, you're not so willing to listen. In fact: you'll never go to another movie on their recommendation again.

What happened? Too much build-up. Someone "over-sold," and lost credibility because of it. The same is true for advertising. Too much build-up can break the sale. It's what happens when your ads are "anticlimactic."

What do I mean by advertising that's anticlimactic?

Let's say you came across an ad for a mysterious "something" that can give you the same ecstatic feeling as being in love. The advertiser doesn't mention what it is... he's too busy painting a picture of how this thing can change your life. The ad goes something like this:

"Ahh, that blissful, lighter-than-air feeling of being in love! When you feel like this, you're at your best... like you can do anything. When you're in love, you're on top of the world! Now imagine if you could summon this feeling to life at any time you wanted. Just think of what it could do for your career, for your personal relationships, for your quality of living!"

How would you feel if, after reading paragraph after paragraph about this elusive euphoria that can be yours for just a few dollars, you came to learn that the ad is about CHOCOLATE. You'd be a little annoyed, wouldn't you? You might even feel like someone had played a dirty trick on you. How likely is it that you'd buy that chocolate (even if it happened to be Godiva-quality), knowing you were duped in such a way? Not very! In fact, you'd more likely buy chocolate from the guy who told you outright, with minimal fanfare, that he was selling delicious, gourmet chocolate. Because he was being honest. And you, the consumer, appreciate honesty. Don't you?

Right now, hard-hitting ad copy is all the rage. Unless you live under a rock, you've probably seen those long sales letters that promise the moon and the stars, if you just BUY NOW. Looks like those internet gurus have become pretty darned successful, right? And you want what they have: persuasive skills that guarantee results for your business. You want it so badly you can taste it. That's why when they dangle their secrets under your nose, you listen with rapt attention. And you think, well, if they've become millionaires with their hard-sell strategies, maybe I should follow suit. But should you? Or will it just come across as a big build-up followed by a letdown? How will you avoid the trap of creating ads that are anticlimactic?

I write ad copy for a living. Lately, my clients have been coming to me in a frenzy looking for "that thing" that the Yanik Silvers of the world have. The first thing I ask them is, what are you selling? Is it something with many long-term benefits? Has your product made a difference for many people? If so, then yes, I believe you can build a case for what you're selling with persuasive copy. But if it's something like chocolate, or phone cards, or electronics, that will provide a bit of enjoyment in the here and now... then my advice to you is avoid the high-pressure sales pitch. It's just going to create build-up that you can't live up to. And if your product presentation is anticlimactic, your sales will suffer for it.

How are the web marketing gurus able to create such aggressive ads, without being anticlimactic?

Internet experts have something that everybody wants and only some people know how to get: success. The truth is, success doesn't come in a box or in an e-book or in a four-day seminar. None of these things guarantee that success will ever be yours. But they MIGHT help, and that's where the promise of success is ever-gleaming. That's how the experts can keep you trying like hell to attain it - repeatedly forking over your hard-earned cash for their mysterious know-how - all the while thinking that "maybe this one will seal the deal and make it happen for me!" Their ads will never be anticlimactic because they have mastered the art of keeping their customers salivating for more. Can you do this with your product offering?

Is what you sell highly sought-after, and in the category of success? Is it a stepping-stone to something of great magnitude? Or is it merely something that can enhance quality of life in little ways? The truth is, it takes more than ad copy to sell a product. Sometimes... surprise... the product has to sell itself.

Despite what some would have you believe, no blown-out sales pitch is going to guarantee that you'll become a millionaire. Just like the embellished movie review, an aggressive advertising campaign will attract attention, and it may even make you some money. But only until people realize that your product doesn't live up to all the hype. At that point, they'll lose interest. And then you'll lose customers. What will happen the next time you're ready to launch a new product? Surprise... no one wants to "watch your movie."

What would you rather be: a one-hit wonder, or someone who draws a loyal following that's ever-growing? For those that want the latter, here's my advice: be realistic. Keep your advertising honest and informative. Present your product or service in a way that highlights its advantages without telling tall tales. Establish trust and credibility with your customers, and they'll keep coming back. And above all, don't base your advertising campaign on "what works for other people." Base it on what works for you.

Copyright 2005 Dina Giolitto. All rights reserved.

Dina Giolitto is a New-Jersey based Copywriting Consultant with nine years' industry experience. Her current focus is web content and web marketing for a multitude of products and services although the bulk of her experience lies in retail for big-name companies like Toys"R"Us. Visit http://www.wordfeeder.com for rates and samples.


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Fri. January / 24 / 2020

City of Newport working to approve an advertising and promotion commission - KAIT
City of Newport working to approve an advertising and promotion commission  KAIT

Yes, Mr. Peanut Is Dead. But Old-School Advertising Is Even Deader - Inc.
Yes, Mr. Peanut Is Dead. But Old-School Advertising Is Even Deader  Inc.

LSU's Playoff run results in $200 million advertising exposure - 247Sports
LSU's Playoff run results in $200 million advertising exposure  247Sports

Advertising Reporting Comes Of Age - Yahoo Finance
Advertising Reporting Comes Of Age  Yahoo Finance

Why VIZIO Is Getting Into The Advertising Business - Forbes
Why VIZIO Is Getting Into The Advertising Business  Forbes

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The Rise of Data as King in Advertising: How Marketing KPIs and Metrics Are Helping Brands Enhance Their Consumer Interactions  MarTech Series

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NC animal shelter advertising 'World's Worst Cat' for adoption  KKTV 11 News

Alcohol Trends and Super Bowl Political Advertising - Harvard Business Review
Alcohol Trends and Super Bowl Political Advertising  Harvard Business Review

Out of Home Advertising Association of America Launches Biweekly News Service - MarTech Series
Out of Home Advertising Association of America Launches Biweekly News Service  MarTech Series

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The Fastest Way to Kill Podcast Advertising  MarTech Series

Pittsburgh ad agency enters Baltimore - Pittsburgh Business Times
Pittsburgh ad agency enters Baltimore  Pittsburgh Business Times

Online Advertising Market 2020 Size, Share, Trends With Major Players – Amazon.Com Inc, Aol Inc / Oath Inc (Verizon Communications Inc), Baidu (Nanjing Marketing Group Ltd) - Associated Press
Online Advertising Market 2020 Size, Share, Trends With Major Players – Amazon.Com Inc, Aol Inc / Oath Inc (Verizon Communications Inc), Baidu (Nanjing Marketing Group Ltd)  Associated Press

How YouTube shields advertisers (not viewers) from harmful videos - Quartz
How YouTube shields advertisers (not viewers) from harmful videos  Quartz

A New Audience-Based TV Advertising Tool, From Ampersand - Radio & Television Business Report
A New Audience-Based TV Advertising Tool, From Ampersand  Radio & Television Business Report

Yellow cab industry bashes proposal to let Uber and Lyft cars have rooftop advertising - Crain's New York Business
Yellow cab industry bashes proposal to let Uber and Lyft cars have rooftop advertising  Crain's New York Business

TWRA warns of scam website advertising TN fishing license - WKRN News 2
TWRA warns of scam website advertising TN fishing license  WKRN News 2

Massage Envy ramps up advertising for fast facials - Glossy
Massage Envy ramps up advertising for fast facials  Glossy

Colorism -- The Elephant In The Advertising Room 01/23/2020 - MediaPost Communications
Colorism -- The Elephant In The Advertising Room 01/23/2020  MediaPost Communications

Looking Forward: What Will 2020 Bring for Digital Advertising? - MarTech Series
Looking Forward: What Will 2020 Bring for Digital Advertising?  MarTech Series

How Advertising Technology Will Cement Streaming's Dominance Over Cable - Motley Fool
How Advertising Technology Will Cement Streaming's Dominance Over Cable  Motley Fool

Cubic Partners With Paragon Vitamins to Advertise Within Its Loyalty-Based Advertising Service - MarTech Series
Cubic Partners With Paragon Vitamins to Advertise Within Its Loyalty-Based Advertising Service  MarTech Series

Inside Linn's: Folded letter conceals advertising broadside - Linn's Stamp News
Inside Linn's: Folded letter conceals advertising broadside  Linn's Stamp News

Bloomberg: TikTok owner seeks US CEO to potentially oversee app's advertising - Mobile Marketer
Bloomberg: TikTok owner seeks US CEO to potentially oversee app's advertising  Mobile Marketer

LSU's championship run earned $200 million in free advertising for the university - WBRZ
LSU's championship run earned $200 million in free advertising for the university  WBRZ

Making The Most Of This Year's Advertising Budgets: 15 Expert Tips - Forbes
Making The Most Of This Year's Advertising Budgets: 15 Expert Tips  Forbes

Top Advertisers, Media Platforms Get Tough on Harmful Online Content - Adweek
Top Advertisers, Media Platforms Get Tough on Harmful Online Content  Adweek

Eye-catching or an eyesore? Motorists weigh in on LED advertising trucks - Jakarta Post
Eye-catching or an eyesore? Motorists weigh in on LED advertising trucks  Jakarta Post

Advertisers see early promise in TikTok’s self-serve ad platform - Digiday
Advertisers see early promise in TikTok’s self-serve ad platform  Digiday

Advertising 2045: The Tipping Point of the New Majority - MediaVillage
Advertising 2045: The Tipping Point of the New Majority  MediaVillage

Social media advertising by retailers to hit nearly $65 billion - Chain Store Age
Social media advertising by retailers to hit nearly $65 billion  Chain Store Age

Discover Financial returns to Super Bowl advertising - Crain's Chicago Business
Discover Financial returns to Super Bowl advertising  Crain's Chicago Business

CES Proves Advertising’s Future Will be Shaped by Manufacturers - Broadcasting & Cable
CES Proves Advertising’s Future Will be Shaped by Manufacturers  Broadcasting & Cable

Online restaurant reservations quickly becoming targeted advertising | Dining - Greensboro News & Record
Online restaurant reservations quickly becoming targeted advertising | Dining  Greensboro News & Record

Can Dialogue Advertising Eliminate Much of Digital Ad Fraud as We Know It? - MarTech Series
Can Dialogue Advertising Eliminate Much of Digital Ad Fraud as We Know It?  MarTech Series

Insurer must defend printing services firm in advertising injury case - Business Insurance
Insurer must defend printing services firm in advertising injury case  Business Insurance

Lamar Advertising Company Prices Private Offering of Senior Notes - Yahoo Finance
Lamar Advertising Company Prices Private Offering of Senior Notes  Yahoo Finance

City Council, TLC talk merits of inside/outside advertising on for-hire vehicles - amNY
City Council, TLC talk merits of inside/outside advertising on for-hire vehicles  amNY

Super Bowl Preview: The Why and When of Big Game Advertising - SHOOT Online
Super Bowl Preview: The Why and When of Big Game Advertising  SHOOT Online

Northwest Georgia Bottle and Advertising Show coming to Cedartown museum on Feb. 1 - The Catoosa County News
Northwest Georgia Bottle and Advertising Show coming to Cedartown museum on Feb. 1  The Catoosa County News

The latest YouTube brand safety ‘crisis’ shows advertisers are taking a more nuanced approach - Digiday
The latest YouTube brand safety ‘crisis’ shows advertisers are taking a more nuanced approach  Digiday

Are online advertising platforms a must for retailers? - RetailWire
Are online advertising platforms a must for retailers?  RetailWire

Influencers vs Advertising: How Has Consumer Mindset Changed the Way We Buy? - MarTech Series
Influencers vs Advertising: How Has Consumer Mindset Changed the Way We Buy?  MarTech Series

Netflix Needs Advertising Plus Subscriptions, Investor Says - Barron's
Netflix Needs Advertising Plus Subscriptions, Investor Says  Barron's

NBCUniversal Exec Touts Peacock Advertising Ambitions - Hollywood Reporter
NBCUniversal Exec Touts Peacock Advertising Ambitions  Hollywood Reporter

Get Ahead of Competition With New SocialPeta Advertising Intelligence Database - Martechcube
Get Ahead of Competition With New SocialPeta Advertising Intelligence Database  Martechcube

Gojek and The Trade Desk Launch Advertising Partnership in Indonesia - Yahoo Finance
Gojek and The Trade Desk Launch Advertising Partnership in Indonesia  Yahoo Finance

With an influencer advisory board, Clorox is changing up its YouTube advertising strategy - Digiday
With an influencer advisory board, Clorox is changing up its YouTube advertising strategy  Digiday

Advertising veterans team up to launch specialist press agency - City A.M.
Advertising veterans team up to launch specialist press agency  City A.M.

Presidential candidates spend estimated $4 million on QCA TV advertisements in January - KWQC-TV6
Presidential candidates spend estimated $4 million on QCA TV advertisements in January  KWQC-TV6

Advertising As We Know It Is Dead - Forbes
Advertising As We Know It Is Dead  Forbes

Programmatic Advertising Is Driving Rapid Growth in Mobile Video - eMarketer
Programmatic Advertising Is Driving Rapid Growth in Mobile Video  eMarketer

Super Bowl advertisers embrace diversity ... cautiously - AdAge.com
Super Bowl advertisers embrace diversity ... cautiously  AdAge.com

Advertising industry steering clear of political fray - Greater Baton Rouge Business Report
Advertising industry steering clear of political fray  Greater Baton Rouge Business Report

11 key Walmart executives who are leading its advertising business - Business Insider Nordic
11 key Walmart executives who are leading its advertising business  Business Insider Nordic

Is the Viral Non-Ad Ad the Future of Advertising? - The New York Times
Is the Viral Non-Ad Ad the Future of Advertising?  The New York Times

What Consumers Should Know Regarding Misleading Advertising - Legal Scoops
What Consumers Should Know Regarding Misleading Advertising  Legal Scoops

Female-targeted advertising, UW-Madison drinking culture factors in high female alcohol death rates - WAOW
Female-targeted advertising, UW-Madison drinking culture factors in high female alcohol death rates  WAOW

Scoop: Cargo pivots to car-top advertising, does layoffs - Axios
Scoop: Cargo pivots to car-top advertising, does layoffs  Axios

Your Digital Detox May Be Toxic for Advertising - The New York Times
Your Digital Detox May Be Toxic for Advertising  The New York Times

KSA claims victory in gambling advertising case - iGaming Business
KSA claims victory in gambling advertising case  iGaming Business

Google's call for change and what it means for advertisers - BioPharma Dive
Google's call for change and what it means for advertisers  BioPharma Dive

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Direct-response advertisers report some early success with Snapchat’s dynamic ads  Digiday

Why Audio Ads Should Be a Part of Your Advertising Strategy in 2020 - MarTech Series
Why Audio Ads Should Be a Part of Your Advertising Strategy in 2020  MarTech Series

Stickers advertising white supremacist organization found on campus and in town - Middlebury Campus
Stickers advertising white supremacist organization found on campus and in town  Middlebury Campus

Amazon's Expanding Its Video-Advertising Business - The Motley Fool
Amazon's Expanding Its Video-Advertising Business  The Motley Fool

The Next Online Attack: Digital Advertising? - Lexology
The Next Online Attack: Digital Advertising?  Lexology

YouTube overhauls advertising, data collection on kids content - The Washington Post
YouTube overhauls advertising, data collection on kids content  The Washington Post

Advertisers beg Google not to kill Chrome cookies without a plan B, warning it could hurt start-ups - CNBC
Advertisers beg Google not to kill Chrome cookies without a plan B, warning it could hurt start-ups  CNBC

Some Super Bowl advertisers concerned Trump, Bloomberg ads could steal their thunder - CNBC
Some Super Bowl advertisers concerned Trump, Bloomberg ads could steal their thunder  CNBC

Two-Thirds of Advertising Campaigns Lack Personalisation - PerformanceIN
Two-Thirds of Advertising Campaigns Lack Personalisation  PerformanceIN

Spotify's New Podcast Advertising Tool Had 'Major' Results for One Early Advertiser - The Motley Fool
Spotify's New Podcast Advertising Tool Had 'Major' Results for One Early Advertiser  The Motley Fool

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36 of Madison Avenue's rising advertising stars under 36  Business Insider Nordic

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Cross Platform and Mobile Advertising Market NextGen Technological Advancements, Professional Survey and Future Industry Trends : . 2017 – 2025 – Dagoretti News  Dagoretti News

What Google’s Cookie Cull Means for Online Advertising in Australia - Which-50
What Google’s Cookie Cull Means for Online Advertising in Australia  Which-50

Political letters are considered advertisements - Spruce Pine Mitchell News
Political letters are considered advertisements  Spruce Pine Mitchell News

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What Amazon Advertising Will Look Like in 2020  Adweek

TOUS is Under Fire for Allegedly Engaging in "Fraudulent" Advertising of Gold, Silver Jewelry - The Fashion Law
TOUS is Under Fire for Allegedly Engaging in "Fraudulent" Advertising of Gold, Silver Jewelry  The Fashion Law

Advertisers targeting children online - The Asean Post
Advertisers targeting children online  The Asean Post

Inside the Biggest 2020 Advertising War Against Trump - The New York Times
Inside the Biggest 2020 Advertising War Against Trump  The New York Times

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B2B Paid Advertising in 2020 with Greg Finn [PODCAST]  Search Engine Journal

Microsoft Advertising launches sweepstakes for advertisers - Search Engine Land
Microsoft Advertising launches sweepstakes for advertisers  Search Engine Land

Netflix details why it won't challenge Google, Facebook by selling ads - Business Insider
Netflix details why it won't challenge Google, Facebook by selling ads  Business Insider

Lazy Advertising Thinking Is A Deadly Sin - Forbes
Lazy Advertising Thinking Is A Deadly Sin  Forbes

W2O acquires advertising and medical education agency 21GRAMS - PMLiVE
W2O acquires advertising and medical education agency 21GRAMS  PMLiVE

Google Latest Desktop Change Blurring Lines Between Organic And Advertisements 01/23/2020 - MediaPost Communications
Google Latest Desktop Change Blurring Lines Between Organic And Advertisements 01/23/2020  MediaPost Communications

Facebook Revises Rules On Political Advertising - NPR
Facebook Revises Rules On Political Advertising  NPR

How the BBC is setting the bar for creative outdoor advertising - Econsultancy
How the BBC is setting the bar for creative outdoor advertising  Econsultancy

Spotify to Suspend Political Advertising - Wall Street Journal
Spotify to Suspend Political Advertising  Wall Street Journal

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Study: Tinder, Grindr And Other Apps Share Sensitive Personal Data With Advertisers  NPR

Microsoft Advertising to deprecate average position after all - Search Engine Land
Microsoft Advertising to deprecate average position after all  Search Engine Land

Tech platforms, on the hook to clean up political advertising, take different approaches - Marketplace APM
Tech platforms, on the hook to clean up political advertising, take different approaches  Marketplace APM

NBC’s Peacock Enlists Advertisers and Cable Companies in Marketing Push - Wall Street Journal
NBC’s Peacock Enlists Advertisers and Cable Companies in Marketing Push  Wall Street Journal

The Decade in Advertising - Slate
The Decade in Advertising  Slate

Bloomberg’s Relentless Trolling Is Getting to Trump - Vanity Fair
Bloomberg’s Relentless Trolling Is Getting to Trump  Vanity Fair

Advertisers hope proposed digital tax is 'dead on arrival' - Baltimore Business Journal
Advertisers hope proposed digital tax is 'dead on arrival'  Baltimore Business Journal

Dating apps share personal data with advertisers, study says - We Live Security
Dating apps share personal data with advertisers, study says  We Live Security

Standard text ads will live on a bit longer, Microsoft Advertising says - Search Engine Land
Standard text ads will live on a bit longer, Microsoft Advertising says  Search Engine Land

Digital advertising to grow at 27% in 2020 to reach Rs 17,377 crore: DAN - Economic Times
Digital advertising to grow at 27% in 2020 to reach Rs 17,377 crore: DAN  Economic Times

Microsoft Advertising’s PromoteIQ integration for retailers, brands is now in beta - Search Engine Land
Microsoft Advertising’s PromoteIQ integration for retailers, brands is now in beta  Search Engine Land

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