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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 Wed. December / 06 / 2023

Advertising on X right now might not be all bad – for some - Digiday
Advertising on X right now might not be all bad – for some  Digiday

This Year Next Year: 2023 Global End-of-Year Advertising Forecast - GroupM
This Year Next Year: 2023 Global End-of-Year Advertising Forecast  GroupM

Elon Musk And The Vulgarity Heard Around The Advertising World - Forbes
Elon Musk And The Vulgarity Heard Around The Advertising World  Forbes

How Musk's Tirade Against X Advertisers Affects Disney, Meta and Other Companies - Investopedia
How Musk's Tirade Against X Advertisers Affects Disney, Meta and Other Companies  Investopedia

Global Advertising Growth Is Expected to Slow in 2024, Excluding Elections Spending - The Wall Street Journal
Global Advertising Growth Is Expected to Slow in 2024, Excluding Elections Spending  The Wall Street Journal

Snap Stock Is Up for Its Ninth Day in a Row. Advertising Trends Could Be Helping. - Barron's
Snap Stock Is Up for Its Ninth Day in a Row. Advertising Trends Could Be Helping.  Barron's

Could X go bankrupt under Elon Musk? - BBC.com
Could X go bankrupt under Elon Musk?  BBC.com

Roundup: Pickleball first / Advertising downturn / AI rules - Greater Baton Rouge Business Report
Roundup: Pickleball first / Advertising downturn / AI rules  Greater Baton Rouge Business Report

Spanish newspaper association files multimillion-euro suit against Meta over advertising practices - The Associated Press
Spanish newspaper association files multimillion-euro suit against Meta over advertising practices  The Associated Press

Air France, Lufthansa and Etihad ads banned for misleading claims - The Guardian
Air France, Lufthansa and Etihad ads banned for misleading claims  The Guardian

Advertising with Austin Monthly - Austin Monthly
Advertising with Austin Monthly  Austin Monthly

Elon Musk And The F Bomb Heard Around The Advertising World - Forbes
Elon Musk And The F Bomb Heard Around The Advertising World  Forbes

Global Advertising Agency To Relocate New York Office - CoStar Group
Global Advertising Agency To Relocate New York Office  CoStar Group

CSL Plasma awarded $5M judgment against Boca Raton advertising agency - South Florida Business Journal - South Florida Business Journal
CSL Plasma awarded $5M judgment against Boca Raton advertising agency - South Florida Business Journal  South Florida Business Journal

Spanish News Media Group Sues Meta for €550 Million over Advertising Foul Play - VideoWeek
Spanish News Media Group Sues Meta for €550 Million over Advertising Foul Play  VideoWeek

Stay ADvised: Brand Protection & Advertising Law News - December 2023 - JD Supra
Stay ADvised: Brand Protection & Advertising Law News - December 2023  JD Supra

DIRECTV Advertising Partners with FourthWall to Revolutionize Cross-Screen, Data-Driven Targeting with Precision ... - Yahoo Finance
DIRECTV Advertising Partners with FourthWall to Revolutionize Cross-Screen, Data-Driven Targeting with Precision ...  Yahoo Finance

Walmart says it is not advertising on social platform X - Reuters
Walmart says it is not advertising on social platform X  Reuters

Local Classified Advertising - The Falmouth Outlook
Local Classified Advertising  The Falmouth Outlook

Microsoft Advertising Partners With Baidu Global For Chat Ads API - Search Engine Journal
Microsoft Advertising Partners With Baidu Global For Chat Ads API  Search Engine Journal

Hyperlocology and Do it Best Partner to Transform Local Advertising and Co-op Marketing - PR Newswire
Hyperlocology and Do it Best Partner to Transform Local Advertising and Co-op Marketing  PR Newswire

The Top Five Advertising Trends in 2024 - MediaVillage
The Top Five Advertising Trends in 2024  MediaVillage

Walmart says it has stopped advertising on Elon Musk's X platform - CBS News
Walmart says it has stopped advertising on Elon Musk's X platform  CBS News

Goldberg Appeals For More Lottery Advertising | Lottery | statehousenews.com - State House News Service
Goldberg Appeals For More Lottery Advertising | Lottery | statehousenews.com  State House News Service

Kentucky Statewide classified Advertising - The Falmouth Outlook
Kentucky Statewide classified Advertising  The Falmouth Outlook

Walmart Stops Advertising On X—The Latest Company To Pull Ads Off The Platform - Forbes
Walmart Stops Advertising On X—The Latest Company To Pull Ads Off The Platform  Forbes

Klika Tech Achieves New AWS Advertising and Marketing Technology Competency - PR Newswire
Klika Tech Achieves New AWS Advertising and Marketing Technology Competency  PR Newswire

KEVANI Unveils South Bay Pairing: A 7,000 Sq Ft Advertising Display Situated on Two Major California Freeways - Yahoo Finance
KEVANI Unveils South Bay Pairing: A 7,000 Sq Ft Advertising Display Situated on Two Major California Freeways  Yahoo Finance

As Advertisers Flee X, Threads Quietly Makes a Comeback - Tech.co
As Advertisers Flee X, Threads Quietly Makes a Comeback  Tech.co

To Redesign or Not: What's Best for Your Advertising Growth? with Robert Brill - Legal Talk Network
To Redesign or Not: What's Best for Your Advertising Growth? with Robert Brill  Legal Talk Network

Walmart joins growing list of companies to suspend advertising on Elon Musk's X - Business Insider
Walmart joins growing list of companies to suspend advertising on Elon Musk's X  Business Insider

Balkan study finds global brands spend billions advertising on misinformation sites - EURACTIV
Balkan study finds global brands spend billions advertising on misinformation sites  EURACTIV

Fake website imitating online retailer, advertising deeply discounted items - wmar2news.com
Fake website imitating online retailer, advertising deeply discounted items  wmar2news.com

Advertisers Say They Do Not Plan to Return to X After Musk's Comments - The New York Times
Advertisers Say They Do Not Plan to Return to X After Musk's Comments  The New York Times

Meta Faces Lawsuit From Spanish Media Over Advertising Practices - The Wall Street Journal
Meta Faces Lawsuit From Spanish Media Over Advertising Practices  The Wall Street Journal

Avianca advertising up to 85% off flights, but beware - Frequent Miler
Avianca advertising up to 85% off flights, but beware  Frequent Miler

Native Advertising Examples: 5 of the Best (and Worst) - WordStream
Native Advertising Examples: 5 of the Best (and Worst)  WordStream

Paris Hilton’s Feud With Elon Musk Over Advertising on X - Reality Tea
Paris Hilton’s Feud With Elon Musk Over Advertising on X  Reality Tea

Netflix faces ad buyers and pledges to ‘set a new standard’ - The Media Leader
Netflix faces ad buyers and pledges to ‘set a new standard’  The Media Leader

Should You Buy Direct Digital Holdings Inc (DRCT) in Advertising Agencies Industry? - InvestorsObserver
Should You Buy Direct Digital Holdings Inc (DRCT) in Advertising Agencies Industry?  InvestorsObserver

First Member Driven Direct-to-Consumer Advertising Co-Op for Cannabis Announces 'TLC with Your THC' Fall ... - PR Newswire
First Member Driven Direct-to-Consumer Advertising Co-Op for Cannabis Announces 'TLC with Your THC' Fall ...  PR Newswire

In 2024, 'Buy Local' Takes on New Urgency For CTV Advertisers - MediaVillage
In 2024, 'Buy Local' Takes on New Urgency For CTV Advertisers  MediaVillage

Podcast Companies Begin to Advertise Like Hollywood Studios - The Wall Street Journal
Podcast Companies Begin to Advertise Like Hollywood Studios  The Wall Street Journal

Streaming Video No Longer an Existential Threat to Linear or Pay-TV, Says Omdia Analyst: ‘Perversely, Advertising Keeps Creeping Into TV’ - Variety
Streaming Video No Longer an Existential Threat to Linear or Pay-TV, Says Omdia Analyst: ‘Perversely, Advertising Keeps Creeping Into TV’  Variety

Walmart is the latest advertiser to pull ads from Elon Musk’s X - CNN
Walmart is the latest advertiser to pull ads from Elon Musk’s X  CNN

Walmart stops advertising on X, adding to growing list of companies - Fox Business
Walmart stops advertising on X, adding to growing list of companies  Fox Business

Leading News Outlets Are Doing the Fossil Fuel Industry's Greenwashing - The Intercept
Leading News Outlets Are Doing the Fossil Fuel Industry's Greenwashing  The Intercept

After Musk tirade, X faces prospect of more advertisers fleeing - Reuters
After Musk tirade, X faces prospect of more advertisers fleeing  Reuters

DeSantis campaign blames its own super PAC for leaks, bad TV advertising - POLITICO
DeSantis campaign blames its own super PAC for leaks, bad TV advertising  POLITICO

Explore Future Trends In Advertising! | by World As One 4PEACE | data-driven fiction | Dec, 2023 - Medium
Explore Future Trends In Advertising! | by World As One 4PEACE | data-driven fiction | Dec, 2023  Medium

In Global Ad Spend Forecasts, CTV Is Poised To Overtake Linear - AdExchanger
In Global Ad Spend Forecasts, CTV Is Poised To Overtake Linear  AdExchanger

Musk Courts SMBs, After Telling Big Advertisers 'F*ck You' 12/04/2023 - MediaPost Communications
Musk Courts SMBs, After Telling Big Advertisers 'F*ck You' 12/04/2023  MediaPost Communications

Biden, allies set off-year advertising record for incumbent president - NBC News
Biden, allies set off-year advertising record for incumbent president  NBC News

Advertising Trends to Watch in 2024 - Insider Intelligence
Advertising Trends to Watch in 2024  Insider Intelligence

Constructed Familiarity within the Lonely World of Internet: Personalized Advertisement - Medium
Constructed Familiarity within the Lonely World of Internet: Personalized Advertisement  Medium

Spanish newspaper association files multimillion-euro suit against Meta over advertising practices - ABC News
Spanish newspaper association files multimillion-euro suit against Meta over advertising practices  ABC News

X ramps up new advertising strategy following Elon Musk's tirade - Financial Times
X ramps up new advertising strategy following Elon Musk's tirade  Financial Times

Why Tom Waits hates advertising firms: “Painful and humiliating” - Far Out Magazine
Why Tom Waits hates advertising firms: “Painful and humiliating”  Far Out Magazine

Sask. Opposition questions $238K government advertising spending at COP28 - CBC.ca
Sask. Opposition questions $238K government advertising spending at COP28  CBC.ca

Trump is stepping up his advertising in Iowa, where governor has backed DeSantis - ABC News
Trump is stepping up his advertising in Iowa, where governor has backed DeSantis  ABC News

Brightline debuts new suite with interactive ad formats - StreamTV Insider
Brightline debuts new suite with interactive ad formats  StreamTV Insider

Walmart (WMT) Has Stopped Advertising on Elon Musk's X - Bloomberg
Walmart (WMT) Has Stopped Advertising on Elon Musk's X  Bloomberg

The Fallout From Musk's Profanity-Laden Attack on Advertisers Isn't Over - The New York Times
The Fallout From Musk's Profanity-Laden Attack on Advertisers Isn't Over  The New York Times

Elon Musk's X is targeting smaller businesses for advertising revenue - MarketWatch
Elon Musk's X is targeting smaller businesses for advertising revenue  MarketWatch

Elon Musk pans Paris Hilton's advertising campaign on X after boycott - Business Insider
Elon Musk pans Paris Hilton's advertising campaign on X after boycott  Business Insider

BBB highlights advertising scams in the Midwest - KNSS
BBB highlights advertising scams in the Midwest  KNSS

Walmart joins the growing list of big companies pulling their ads from Elon Musk’s X after his endorsement of an antisemitic post - Fortune
Walmart joins the growing list of big companies pulling their ads from Elon Musk’s X after his endorsement of an antisemitic post  Fortune

Walmart Stops Ads on X, Joining the Advertising Exit - The Wall Street Journal
Walmart Stops Ads on X, Joining the Advertising Exit  The Wall Street Journal

Javier Campopiano, Industry Innovator and McCann Worldgroup CCO, Appointed Executive Jury President for NYF's ... - SHOOT Online
Javier Campopiano, Industry Innovator and McCann Worldgroup CCO, Appointed Executive Jury President for NYF's ...  SHOOT Online

Walmart says it’s no longer advertising on X - Engadget
Walmart says it’s no longer advertising on X  Engadget

Elon Musk apologizes for antisemitic tweet but crudely attacks advertisers - ABC News
Elon Musk apologizes for antisemitic tweet but crudely attacks advertisers  ABC News

Elon Musk Tells Advertisers Boycotting X to 'Go F-ck Yourself' - TIME
Elon Musk Tells Advertisers Boycotting X to 'Go F-ck Yourself'  TIME

X says it will chase SMB ad dollars after Musk’s ‘go f*** yourself’ comments to fleeing advertisers - TechCrunch
X says it will chase SMB ad dollars after Musk’s ‘go f*** yourself’ comments to fleeing advertisers  TechCrunch

X says Walmart pulled ads in October, weeks before Media Matters hate speech report and Musk rant - The Associated Press
X says Walmart pulled ads in October, weeks before Media Matters hate speech report and Musk rant  The Associated Press

Walmart latest big advertiser to drop Musk's X amid widening concerns over hate speech, reach - CBS News
Walmart latest big advertiser to drop Musk's X amid widening concerns over hate speech, reach  CBS News

What is the controversy about Walmart pulling their advertising from X? - AS USA
What is the controversy about Walmart pulling their advertising from X?  AS USA

Elon Musk curses out advertisers who left X over antisemitic content - Reuters
Elon Musk curses out advertisers who left X over antisemitic content  Reuters

U.S. Advertising Revenue Forecast Raised for This Year and Next, But With a Big Caveat - Hollywood Reporter
U.S. Advertising Revenue Forecast Raised for This Year and Next, But With a Big Caveat  Hollywood Reporter

Elon Musk Uses 'F' Word for Advertisers Boycotting Platform - The Wall Street Journal
Elon Musk Uses 'F' Word for Advertisers Boycotting Platform  The Wall Street Journal

X struggling to win advertisers back after Elon Musk’s profane outburst - The Guardian
X struggling to win advertisers back after Elon Musk’s profane outburst  The Guardian

True Convergence: How Best Practices Translate from Digital to CTV and Linear - TV Technology
True Convergence: How Best Practices Translate from Digital to CTV and Linear  TV Technology

The Most and Least Valuable Social Media Advertising - Statista
The Most and Least Valuable Social Media Advertising  Statista

VIIRL Marketing Awarded Yelp's Advertising Partner of the Year! - InvestorsObserver
VIIRL Marketing Awarded Yelp's Advertising Partner of the Year!  InvestorsObserver

Advertising Is Dead. Long Live Advertising. - WSJ - The Wall Street Journal
Advertising Is Dead. Long Live Advertising. - WSJ  The Wall Street Journal

Elon Musk says advertiser boycott at X could "kill the company" - CBS News
Elon Musk says advertiser boycott at X could "kill the company"  CBS News

Elon Musk uses f-word for advertisers who left X over antisemitism - The Washington Post
Elon Musk uses f-word for advertisers who left X over antisemitism  The Washington Post

Elon Musk Tells Companies Who Want to 'Blackmail' Him: 'Go F--- Yourself' - PEOPLE
Elon Musk Tells Companies Who Want to 'Blackmail' Him: 'Go F--- Yourself'  PEOPLE

Nexstar CEO Says The CW Will Be at Breakeven by “End of 2025” - Hollywood Reporter
Nexstar CEO Says The CW Will Be at Breakeven by “End of 2025”  Hollywood Reporter

TVNZ Enhances Personalized Advertising While Protecting Viewer Data and Privacy With AWS Clean Rooms - Amazon Press Release
TVNZ Enhances Personalized Advertising While Protecting Viewer Data and Privacy With AWS Clean Rooms  Amazon Press Release

Seven unveils new advanced advertising team – Campaign Brief WA - Campaign Brief WA
Seven unveils new advanced advertising team – Campaign Brief WA  Campaign Brief WA

X May Lose Up to $75 Million in Revenue as More Advertisers Pull Out - The New York Times
X May Lose Up to $75 Million in Revenue as More Advertisers Pull Out  The New York Times

Walmart stops advertising on X, becoming latest company to do so - Ad Age
Walmart stops advertising on X, becoming latest company to do so  Ad Age

Elon Musk to advertisers boycotting X: "Go f**k yourself" - Axios
Elon Musk to advertisers boycotting X: "Go f**k yourself"  Axios

Elon Musk apologizes for antisemitic tweet but tells advertisers ‘go f**k yourself’ - CNN
Elon Musk apologizes for antisemitic tweet but tells advertisers ‘go f**k yourself’  CNN

Musk uses expletive to tell audience he doesn't care about advertisers that fled X over hate speech - The Associated Press
Musk uses expletive to tell audience he doesn't care about advertisers that fled X over hate speech  The Associated Press

Why did Walmart suspend all advertising with X? What other companies have pulled their ads from Twitter? - AS USA
Why did Walmart suspend all advertising with X? What other companies have pulled their ads from Twitter?  AS USA

Elon Musk unleashed a wild tirade against Disney and other advertisers he accused of blackmailing X: ‘go F-CK yourself’ - Fortune
Elon Musk unleashed a wild tirade against Disney and other advertisers he accused of blackmailing X: ‘go F-CK yourself’  Fortune

Elon Musk Uses a Crude Insult to Slam Advertisers for Pulling Back From X. - The New York Times
Elon Musk Uses a Crude Insult to Slam Advertisers for Pulling Back From X.  The New York Times

Elon Musk Just Told Advertisers, 'Go Fuck Yourself' - WIRED
Elon Musk Just Told Advertisers, 'Go Fuck Yourself'  WIRED

Accountancy outsourcers settle advertising dispute - Accountancy Daily
Accountancy outsourcers settle advertising dispute  Accountancy Daily

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