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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. July / 03 / 2020

The CEO of a major advertising trade group says the Facebook boycott is a turning point - CNBC
  1. The CEO of a major advertising trade group says the Facebook boycott is a turning point  CNBC
  2. Facebook is working to persuade advertisers to abandon their boycott. So far, they aren’t impressed.  The Washington Post
  3. Inside the Ad Boycott That Has Facebook on the Defensive  POLITICO
  4. For 'Insta-brands,' boycotting Facebook advertising isn't easy  Yahoo Finance
  5. PlayStation Suspends Advertising on Facebook and Instagram, Joins #StopHateForProfit Campaign  Gadgets 360
  6. View Full Coverage on Google News

Digital Advertising in Motion - Yahoo Finance
Digital Advertising in Motion  Yahoo Finance

Hundreds of brands are pulling ads from Facebook. Its largest advertisers aren't among them. - CNN
Hundreds of brands are pulling ads from Facebook. Its largest advertisers aren't among them.  CNN

Germany to curb tobacco advertising - DW (English)
Germany to curb tobacco advertising  DW (English)

Former Chicago Tribune advertising staffer dies at 90: ‘Always a joyous person’ - Chicago Tribune
Former Chicago Tribune advertising staffer dies at 90: ‘Always a joyous person’  Chicago Tribune

Samsung launches the first programmatic in-game advertising campaign in Partnership with Adgage and Anzu - The Drum
Samsung launches the first programmatic in-game advertising campaign in Partnership with Adgage and Anzu  The Drum

EGBA responsible advertising code gains egta approval - Casino Beats
EGBA responsible advertising code gains egta approval  Casino Beats

How Roku and Other Advertising Technology Companies Are Upending Traditional TV - Motley Fool
How Roku and Other Advertising Technology Companies Are Upending Traditional TV  Motley Fool

COVID's Brutal Impact on Advertising - Radio Ink
COVID's Brutal Impact on Advertising  Radio Ink

Why digital OOH advertising is especially effective right now - Marketing Dive
Why digital OOH advertising is especially effective right now  Marketing Dive

As Facebook Boycott Grows, Advertisers Grapple With Race - The New York Times
As Facebook Boycott Grows, Advertisers Grapple With Race  The New York Times

Tuberville campaign bus that burned more for advertising than travel - AL.com
Tuberville campaign bus that burned more for advertising than travel  AL.com

UK competition watchdog seeks to curb Google and Facebook's dominance of online advertising - CNBC
UK competition watchdog seeks to curb Google and Facebook's dominance of online advertising  CNBC

Desjardins suspends posting and advertising on Facebook and Instagram - Yahoo Finance
Desjardins suspends posting and advertising on Facebook and Instagram  Yahoo Finance

Adelphic Expands Programmatic Audio Advertising Capabilities - AiThority
Adelphic Expands Programmatic Audio Advertising Capabilities  AiThority

German parliament restricts tobacco advertising - Xinhua | English.news.cn - Xinhua
German parliament restricts tobacco advertising - Xinhua | English.news.cn  Xinhua

The new Bodyform advert is a bloodshed moment for women's advertising - Telegraph.co.uk
The new Bodyform advert is a bloodshed moment for women's advertising  Telegraph.co.uk

Sony looking to buy Warframe publisher, halts Facebook advertising - TheSixthAxis
Sony looking to buy Warframe publisher, halts Facebook advertising  TheSixthAxis

Apple and ad industry clash over iOS 14 popup seeking permission for tracking - 9to5Mac
Apple and ad industry clash over iOS 14 popup seeking permission for tracking  9to5Mac

Bicycle Company’s TV Ad Pulled By French Advertising Regulator For ‘Discrediting Automobile Sector’ - Forbes
Bicycle Company’s TV Ad Pulled By French Advertising Regulator For ‘Discrediting Automobile Sector’  Forbes

Businesses Continue to Violate PPE Advertising Regulations - Lexology
Businesses Continue to Violate PPE Advertising Regulations  Lexology

Vice urges advertisers to stop blocking 'Black Lives Matter' and related keywords - NBC News
Vice urges advertisers to stop blocking 'Black Lives Matter' and related keywords  NBC News

Media Groups Join Forces with Google to Bolster Local News Advertising - Associations Now
Media Groups Join Forces with Google to Bolster Local News Advertising  Associations Now

Phantom Fireworks to snuff out Bay State mailers after AG launches ‘cease and desist’ - Boston Herald
Phantom Fireworks to snuff out Bay State mailers after AG launches ‘cease and desist’  Boston Herald

UB to halt Facebook and Instagram advertising in July - UB News Center
UB to halt Facebook and Instagram advertising in July  UB News Center

Microsoft is reportedly suspending advertising on Facebook and Instagram - GeekWire
Microsoft is reportedly suspending advertising on Facebook and Instagram  GeekWire

Ad Boycott of Facebook Keeps Growing - The New York Times
Ad Boycott of Facebook Keeps Growing  The New York Times

Battleground Democrats' advertising strategy: Trump who? - POLITICO - Politico
Battleground Democrats' advertising strategy: Trump who? - POLITICO  Politico

Why the New Statesman chose to remove network advertising - New Statesman
Why the New Statesman chose to remove network advertising  New Statesman

Facebook just lost one of the biggest advertisers in the world for the rest of 2020 - NBC News
Facebook just lost one of the biggest advertisers in the world for the rest of 2020  NBC News

UPDATED: Pettey resigns from ad commission - Hot Springs Sentinel
UPDATED: Pettey resigns from ad commission  Hot Springs Sentinel

Facebook’s Tensions With Advertisers Predate the Boycott - The Wall Street Journal
Facebook’s Tensions With Advertisers Predate the Boycott  The Wall Street Journal

What We Learnt About Lamar Advertising Company (REIT)’s (NASDAQ:LAMR) CEO Pay - Simply Wall St
What We Learnt About Lamar Advertising Company (REIT)’s (NASDAQ:LAMR) CEO Pay  Simply Wall St

The Great Reset: advertisers tackle climate crisis with 'Create and Strike' return - The Drum
The Great Reset: advertisers tackle climate crisis with 'Create and Strike' return  The Drum

Connected TV Advertising - New Opportunities For Growth And Improvement - Small Screen
Connected TV Advertising - New Opportunities For Growth And Improvement  Small Screen

Coca-Cola pauses advertising on all social media platforms globally - CNBC
Coca-Cola pauses advertising on all social media platforms globally  CNBC

The advertising business is becoming less cyclical—and more concentrated - The Economist
The advertising business is becoming less cyclical—and more concentrated  The Economist

State warns Ramdev’s firm against advertising ‘Coronil’ - The Hindu
State warns Ramdev’s firm against advertising ‘Coronil’  The Hindu

Verizon is pulling advertising from Facebook and Instagram - CNBC
Verizon is pulling advertising from Facebook and Instagram  CNBC

Ford joins social media advertising boycott to protest hate speech - Autoblog
Ford joins social media advertising boycott to protest hate speech  Autoblog

Twitter Exposed Data Belonging to Advertisers Through the Web App - CPO Magazine
Twitter Exposed Data Belonging to Advertisers Through the Web App  CPO Magazine

Here are the major brands that have pulled ads from Facebook - MarketWatch
Here are the major brands that have pulled ads from Facebook  MarketWatch

IAB US 2020 Digital Video Advertising Spend Report: Putting COVID in Context - IAB
IAB US 2020 Digital Video Advertising Spend Report: Putting COVID in Context  IAB

‘Morally Impossible’: Some Advertisers Take a Timeout From Facebook - The New York Times
‘Morally Impossible’: Some Advertisers Take a Timeout From Facebook  The New York Times

AI Makes A Splash In Advertising - Forbes
AI Makes A Splash In Advertising  Forbes

Direct-to-Consumer Pharmaceutical Advertising (DTCPA) Market | Covid-19 Impact | Worldwide Demand, Growth Potential & Opportunity Outlook 2025 | HARVARD POLITICAL REVIEW, MDedge, FDA - 3rd Watch News
Direct-to-Consumer Pharmaceutical Advertising (DTCPA) Market | Covid-19 Impact | Worldwide Demand, Growth Potential & Opportunity Outlook 2025 | HARVARD POLITICAL REVIEW, MDedge, FDA  3rd Watch News

Six lessons from David Ogilvy that advertisers should remember today - AdAge.com
Six lessons from David Ogilvy that advertisers should remember today  AdAge.com

Booker and McGrath Intensify Advertising Blitz in Kentucky - The New York Times
Booker and McGrath Intensify Advertising Blitz in Kentucky  The New York Times

Visit Santa Barbara pauses tourism advertisements - Santa Barbara News-Press
Visit Santa Barbara pauses tourism advertisements  Santa Barbara News-Press

France Programmatic Advertising Display Market COVID -19 Impact | Industry Analysis, Business Outlook, Revenue, Trends and Forecasts 2026 AOL, BrightRoll, SpotXchange, Tremor Video, TubeMogul - 3rd Watch News
France Programmatic Advertising Display Market COVID -19 Impact | Industry Analysis, Business Outlook, Revenue, Trends and Forecasts 2026 AOL, BrightRoll, SpotXchange, Tremor Video, TubeMogul  3rd Watch News

Smart Advertising Market 2020- Future Development, Manufacturers Analysis and Forecast Report - openPR
Smart Advertising Market 2020- Future Development, Manufacturers Analysis and Forecast Report  openPR

In-app Advertising Market Estimated to Grow according To Forecasts – Amobee, Inc., BYYD Inc, Chartboost, Facebook, Inc., Flurry, Google LLC, InMobi, Microsoft Corporation, Tapjoy, Inc., Verizon - 3rd Watch News
In-app Advertising Market Estimated to Grow according To Forecasts – Amobee, Inc., BYYD Inc, Chartboost, Facebook, Inc., Flurry, Google LLC, InMobi, Microsoft Corporation, Tapjoy, Inc., Verizon  3rd Watch News

CFOs, You Paid For What In Digital Advertising? - Forbes
CFOs, You Paid For What In Digital Advertising?  Forbes

Internet Advertising Market to Witness Increased Online Spending & Budgeting for Video Advertisement Production: Radiant Insights - MarTech Series
Internet Advertising Market to Witness Increased Online Spending & Budgeting for Video Advertisement Production: Radiant Insights  MarTech Series

What’s Digital Commerce Advertising and what tools can help? - MarTech Today
What’s Digital Commerce Advertising and what tools can help?  MarTech Today

The advertising business incentivizes segregation: industry veteran - Yahoo Finance
The advertising business incentivizes segregation: industry veteran  Yahoo Finance

NAACP and others call for advertisers to boycott Facebook - Vox.com
NAACP and others call for advertisers to boycott Facebook  Vox.com

Advertise With Us - WBKO
Advertise With Us  WBKO

Biggest Innovation of Mobile Advertising Market in Worldwide to 2025: Industry Size, Share, Growth, Emerging Technologies Trend with Top Key Players: Applovin Corporation, Avazu, Chartboost, Facebook, Flurry, Google, InMobi, Matomy Media Group, Millennial - 3rd Watch News
Biggest Innovation of Mobile Advertising Market in Worldwide to 2025: Industry Size, Share, Growth, Emerging Technologies Trend with Top Key Players: Applovin Corporation, Avazu, Chartboost, Facebook, Flurry, Google, InMobi, Matomy Media Group, Millennial  3rd Watch News

Visualizing the COVID-19 Impact on Advertising Spend - Visual Capitalist
Visualizing the COVID-19 Impact on Advertising Spend  Visual Capitalist

The North Face is the biggest brand yet to join Facebook ad boycott - CNN
The North Face is the biggest brand yet to join Facebook ad boycott  CNN

Jimmy Kimmel Does What He Can to Help Disney Attract Advertisers - The New York Times
Jimmy Kimmel Does What He Can to Help Disney Attract Advertisers  The New York Times

New Creative Startups Are Springing Up, As The Nature Of Advertising Changes - Forbes
New Creative Startups Are Springing Up, As The Nature Of Advertising Changes  Forbes

Apple's privacy changes represent 'tectonic shift' for digital ad industry - AdAge.com
Apple's privacy changes represent 'tectonic shift' for digital ad industry  AdAge.com

Bodyform's new Womb Stories advert breaks every taboo period advertising has previously hidden from view - Metro.co.uk
Bodyform's new Womb Stories advert breaks every taboo period advertising has previously hidden from view  Metro.co.uk

Cross-Channel Performance Advertising Platform Market Dynamics, Forecast, Analysis and Supply Demand - 3rd Watch News
Cross-Channel Performance Advertising Platform Market Dynamics, Forecast, Analysis and Supply Demand  3rd Watch News

Indoor Location-based Search and Advertising Market Study for 2020 to 2027 providing information on Key Players, Growth Drivers and Industry challenges - 3rd Watch News
Indoor Location-based Search and Advertising Market Study for 2020 to 2027 providing information on Key Players, Growth Drivers and Industry challenges  3rd Watch News

Advertising Agency Software Market 2020-2025 | Top Key Players: AccountAbility, daPulse, AD-IN-ONE, AdPlugg, Fieldbook, Automaton, Deltek - 3rd Watch News
Advertising Agency Software Market 2020-2025 | Top Key Players: AccountAbility, daPulse, AD-IN-ONE, AdPlugg, Fieldbook, Automaton, Deltek  3rd Watch News

Talking Diversity And Equality In Advertising With Belinda Smith - AdExchanger
Talking Diversity And Equality In Advertising With Belinda Smith  AdExchanger

Outdoor Advertising Market Growth 2025: including key players Clear Channel Outdoor Holdings, Inc., JCDecaux - 3rd Watch News
Outdoor Advertising Market Growth 2025: including key players Clear Channel Outdoor Holdings, Inc., JCDecaux  3rd Watch News

Mark Davis: You think I want to sell advertising on Black Hole seats? - Yahoo Sports
Mark Davis: You think I want to sell advertising on Black Hole seats?  Yahoo Sports

PSVR Patent Filed For Advertisements Displayed Within The Headset - IGN
PSVR Patent Filed For Advertisements Displayed Within The Headset  IGN

Global Out-of-home Advertising Market Growth and Status with Deployment Types, Energing Trends, Growth Rate, Risk Analysis, Price Strategies and Revenue Generation 2020-2026 - 3rd Watch News
Global Out-of-home Advertising Market Growth and Status with Deployment Types, Energing Trends, Growth Rate, Risk Analysis, Price Strategies and Revenue Generation 2020-2026  3rd Watch News

Facebook Market Value Plummets $56 Billion as Advertisers Flee Platform - Newsweek
Facebook Market Value Plummets $56 Billion as Advertisers Flee Platform  Newsweek

Verizon Hits The Pause Button On Facebook Advertisements In Support Of Civil Rights Campaign - Yahoo Finance
Verizon Hits The Pause Button On Facebook Advertisements In Support Of Civil Rights Campaign  Yahoo Finance

Fox News Host Tucker Carlson Loses More Advertisers - The New York Times
Fox News Host Tucker Carlson Loses More Advertisers  The New York Times

Blockchain in Media, Advertising, and Entertainment Industry 2020 Market Trends, Share, Size, Growth, Supply and Manufacturers Analysis Research Report 2026 - 3rd Watch News
Blockchain in Media, Advertising, and Entertainment Industry 2020 Market Trends, Share, Size, Growth, Supply and Manufacturers Analysis Research Report 2026  3rd Watch News

Purplebricks starts new 'annoying' TeamGB advertising campaign - The Negotiator
Purplebricks starts new 'annoying' TeamGB advertising campaign  The Negotiator

The Big Story: Google's Fees, Facebook Advertisers Flee - AdExchanger
The Big Story: Google's Fees, Facebook Advertisers Flee  AdExchanger

Location-based Search and Advertising Market 2020 Key vendors Analysis with Industry Opportunities: Foursquare, Xad, Groupon, Scanbuy, Shopkick, Yoose, Verve, Thumbvista | Forecast Report Till 2026 - 3rd Watch News
Location-based Search and Advertising Market 2020 Key vendors Analysis with Industry Opportunities: Foursquare, Xad, Groupon, Scanbuy, Shopkick, Yoose, Verve, Thumbvista | Forecast Report Till 2026  3rd Watch News

Advertising is moving further toward digital every day. This training can get you ready - The Next Web
Advertising is moving further toward digital every day. This training can get you ready  The Next Web

'Blurry area' for what counts as advertising after influencer's posts found to be misleading in landmark ruling - expert - TVNZ
'Blurry area' for what counts as advertising after influencer's posts found to be misleading in landmark ruling - expert  TVNZ

New Stateman drops programmatic network advertising - Press Gazette
New Stateman drops programmatic network advertising  Press Gazette

Premier League LIVE: Premier League advertising picks up in India on Star Sports - InsideSport
Premier League LIVE: Premier League advertising picks up in India on Star Sports  InsideSport

The Star reopens with a wave of cheeky advertising - AdNews
The Star reopens with a wave of cheeky advertising  AdNews

Advertisers Are Fleeing Tucker Carlson. Fox News Viewers Have Stayed. - The New York Times
Advertisers Are Fleeing Tucker Carlson. Fox News Viewers Have Stayed.  The New York Times

As brand advertising budgets get pinched, publishers pivot to cater to direct response - Digiday
As brand advertising budgets get pinched, publishers pivot to cater to direct response  Digiday

How Publishers And Advertisers Can Work Together To Prepare For The Cookieless Future - AdExchanger
How Publishers And Advertisers Can Work Together To Prepare For The Cookieless Future  AdExchanger

Instagram Will Enable New Advertisers to Create Ads Without Linking to a Facebook Page - Social Media Today
Instagram Will Enable New Advertisers to Create Ads Without Linking to a Facebook Page  Social Media Today

Facebook under pressure as advertisers pause campaigns - CNN
Facebook under pressure as advertisers pause campaigns  CNN

Six Flags Darien Lake pulling all paid advertisements - WHEC
Six Flags Darien Lake pulling all paid advertisements  WHEC

NFL to sell advertising on lower rows of seats this season, per report - Cincy Jungle
NFL to sell advertising on lower rows of seats this season, per report  Cincy Jungle

What's in an Advertisement? A lot! - Times Now
What's in an Advertisement? A lot!  Times Now

Facebook targets 'false news' amid growing pressure from advertisers - BBC News
Facebook targets 'false news' amid growing pressure from advertisers  BBC News

Now You Can Opt Out of Seeing Political Ads on Facebook - The New York Times
Now You Can Opt Out of Seeing Political Ads on Facebook  The New York Times

Tucker Carlson’s Fox News Show Loses Disney & Other Advertisers Over George Floyd Killing & Black Lives Matter POV - Deadline
Tucker Carlson’s Fox News Show Loses Disney & Other Advertisers Over George Floyd Killing & Black Lives Matter POV  Deadline

Albertsons Ends Social Media Advertisements - Progressive Grocer
Albertsons Ends Social Media Advertisements  Progressive Grocer

Big Advertisers Call for a Seasonal Time-Shift in TV’s Upfront Marketplace - The Wall Street Journal
Big Advertisers Call for a Seasonal Time-Shift in TV’s Upfront Marketplace  The Wall Street Journal

Admatazz wins digital advertising mandate for Bgauss - ETBrandEquity.com
Admatazz wins digital advertising mandate for Bgauss  ETBrandEquity.com

Digicel suspends advertising on Facebook for the month of July - Searchlight Newspaper
Digicel suspends advertising on Facebook for the month of July  Searchlight Newspaper

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