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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. October / 23 / 2019

Quibi Sells Out $150M In Launch-Year Advertising Inventory - Deadline
Quibi Sells Out $150M In Launch-Year Advertising Inventory  Deadline

That's what advertising is now - Campaign US
That's what advertising is now  Campaign US

Roku Is Acquiring The Video Advertising Platform Dataxu For $150 Million - Forbes
Roku Is Acquiring The Video Advertising Platform Dataxu For $150 Million  Forbes

Healthy Community, ADVERTISING: Advertorial — JONATHON M. SASSER: Metabolic syndrome - Coeur d'Alene Press
Healthy Community, ADVERTISING: Advertorial — JONATHON M. SASSER: Metabolic syndrome  Coeur d'Alene Press

Facebook advertising VP Rob Goldman announces his departure - CNBC
Facebook advertising VP Rob Goldman announces his departure  CNBC

Truth in Advertising - Ms. Magazine
Truth in Advertising  Ms. Magazine

What's The Next Growth Engine For Digital Advertising? - Radio & Television Business Report
What's The Next Growth Engine For Digital Advertising?  Radio & Television Business Report

Creative hot shop JohnxHannes is folding - AdAge.com
Creative hot shop JohnxHannes is folding  AdAge.com

Meredith Sells Money.com to Puerto Rican Advertising Company - Adweek
Meredith Sells Money.com to Puerto Rican Advertising Company  Adweek

Why Miller Lite is scorning social media to fight the new war in beer advertising - Fast Company
Why Miller Lite is scorning social media to fight the new war in beer advertising  Fast Company

Meredith Sells Personal-Finance Site Money to Digital Advertising Firm - Variety
Meredith Sells Personal-Finance Site Money to Digital Advertising Firm  Variety

Healthy Community, ADVERTISING: Advertorial — WENDY CUNNINGHAM: Acupuncture for kids - Coeur d'Alene Press
Healthy Community, ADVERTISING: Advertorial — WENDY CUNNINGHAM: Acupuncture for kids  Coeur d'Alene Press

Daily Forecast: Connected TV Advertising Driven by YouTube, Hulu and Roku - eMarketer
Daily Forecast: Connected TV Advertising Driven by YouTube, Hulu and Roku  eMarketer

Former Martin Agency exec Joe Alexander sues Martin and IPG for $50 million - AdAge.com
Former Martin Agency exec Joe Alexander sues Martin and IPG for $50 million  AdAge.com

California: Entertainment, Media and Advertising Impacted by AB5 - The National Law Review
California: Entertainment, Media and Advertising Impacted by AB5  The National Law Review

ADVERTISING: Advertorial — DR. WAYNE M. FICHTER: Alternatives to treating anxiety and depression - Coeur d'Alene Press
ADVERTISING: Advertorial — DR. WAYNE M. FICHTER: Alternatives to treating anxiety and depression  Coeur d'Alene Press

Facebook IQ: Generation Z Wants to See More Diversity in Advertising - Adweek
Facebook IQ: Generation Z Wants to See More Diversity in Advertising  Adweek

Online Influencers Tell You What to Buy, Advertisers Wonder Who's Listening - The Wall Street Journal
Online Influencers Tell You What to Buy, Advertisers Wonder Who's Listening  The Wall Street Journal

Health-Ade Kombucha Launches "You Brew You" Advertising Campaign - PRNewswire
Health-Ade Kombucha Launches "You Brew You" Advertising Campaign  PRNewswire

Read More Viral post exposes fake-data problem in China's KOL advertising On 17 October, a - Music Ally
Read More Viral post exposes fake-data problem in China's KOL advertising On 17 October, a  Music Ally

A new book documents Avedon’s advertising legacy - Wallpaper*
A new book documents Avedon’s advertising legacy  Wallpaper*

Digital Signage Enhances Advertising for Bluewater Promotions Inc. - Digital Signage Connection
Digital Signage Enhances Advertising for Bluewater Promotions Inc.  Digital Signage Connection

US digital audio advertising grew by 30% in first half of 2019 - Music Ally
US digital audio advertising grew by 30% in first half of 2019  Music Ally

Daily Forecast: Facebook Is Still King of Social Video Advertising - eMarketer
Daily Forecast: Facebook Is Still King of Social Video Advertising  eMarketer

False Advertising Claims in the U.S. – Even “Corny” Disputes Are No Laughing Matter - JD Supra
False Advertising Claims in the U.S. – Even “Corny” Disputes Are No Laughing Matter  JD Supra

Brand Safety Alert: How Toxic is Today's Programmatic Digital Advertising Environment to Brands, Advertisers, and Publishers? - MarTech Series
Brand Safety Alert: How Toxic is Today's Programmatic Digital Advertising Environment to Brands, Advertisers, and Publishers?  MarTech Series

Supponor To Provide Virtual Advertising Tech at FC Barcelona's LaLiga Home Games - Sports Video Group
Supponor To Provide Virtual Advertising Tech at FC Barcelona's LaLiga Home Games  Sports Video Group

Facebook Bans Ads That Promote Voter Suppression – But Political Advertising Is Here To Stay - AdExchanger
Facebook Bans Ads That Promote Voter Suppression – But Political Advertising Is Here To Stay  AdExchanger

Amazon’s Advertising Is Quickly Gaining On Google…And Other Small Business Tech News This Week - Forbes
Amazon’s Advertising Is Quickly Gaining On Google…And Other Small Business Tech News This Week  Forbes

The Future of OTT: Fraud Detection, Addressable Advertising And Real-Time Audience Enrichment - TVRev
The Future of OTT: Fraud Detection, Addressable Advertising And Real-Time Audience Enrichment  TVRev

Google's copying Facebook, Microsoft's trying to steal ad dollars from Amazon, and WPP's big loss - Business Insider
Google's copying Facebook, Microsoft's trying to steal ad dollars from Amazon, and WPP's big loss  Business Insider

Colling Media Study Reveals Effectiveness of Advertising on Online Dating Apps - Yahoo Finance
Colling Media Study Reveals Effectiveness of Advertising on Online Dating Apps  Yahoo Finance

N.J. couple sues Taco Bell for ‘deceptive advertising’ after they were charged an extra $2.18 - WJW FOX 8 News Cleveland
N.J. couple sues Taco Bell for ‘deceptive advertising’ after they were charged an extra $2.18  WJW FOX 8 News Cleveland

Why Australia needs a ban on taxpayer-funded political advertising before elections - The Guardian
Why Australia needs a ban on taxpayer-funded political advertising before elections  The Guardian

New Results Find that Hispanics Feel Underrepresented in Beauty Advertising - Beauty Packaging Magazine
New Results Find that Hispanics Feel Underrepresented in Beauty Advertising  Beauty Packaging Magazine

Minneapolis-St.Paul Metro Transit Extends Exclusive Advertising Contract with Intersection through 2022 - Digital Signage Connection
Minneapolis-St.Paul Metro Transit Extends Exclusive Advertising Contract with Intersection through 2022  Digital Signage Connection

Grayscale Investments Releases Second Wave of National Advertising Campaign - Yahoo Finance
Grayscale Investments Releases Second Wave of National Advertising Campaign  Yahoo Finance

ELA Advertising Earns Great Place to Work-Certified™ 2019 Designation - Yahoo Finance
ELA Advertising Earns Great Place to Work-Certified™ 2019 Designation  Yahoo Finance

Category: Samsung Ads Leadership Forum at Advertising Week 2019 - BeetTV
Category: Samsung Ads Leadership Forum at Advertising Week 2019  BeetTV

5 Movies That Altered Advertising and Marketing - Adweek
5 Movies That Altered Advertising and Marketing  Adweek

13 masterpieces of social advertising in the Russian Empire (PICS) - Russia Beyond
13 masterpieces of social advertising in the Russian Empire (PICS)  Russia Beyond

TikTok, Pandora Advertising Found on Pirate TV Platform TeaTV - Digital Music News
TikTok, Pandora Advertising Found on Pirate TV Platform TeaTV  Digital Music News

Spoiled Milk: A Cautionary Tale Of Advertising And Labeling For The Animal Products Industry - JD Supra
Spoiled Milk: A Cautionary Tale Of Advertising And Labeling For The Animal Products Industry  JD Supra

PAC finds effective, inexpensive advertising options through social media - KXLY Spokane
PAC finds effective, inexpensive advertising options through social media  KXLY Spokane

Adaptive Ad Systems Inc. Expands Advertising Reach at Colleges and Universities in Time for the Beginning of the 2020 Election Campaign - Business Wire
Adaptive Ad Systems Inc. Expands Advertising Reach at Colleges and Universities in Time for the Beginning of the 2020 Election Campaign  Business Wire

A Redesigned Microsoft Advertising - Search Engine Roundtable
A Redesigned Microsoft Advertising  Search Engine Roundtable

ADVERTISING: Advertorial — GEORGE BALLING: Wine gadgets that work! - Coeur d'Alene Press
ADVERTISING: Advertorial — GEORGE BALLING: Wine gadgets that work!  Coeur d'Alene Press

Queens lawmakers applaud new advertising campaign and website that educates tenants on new rights - QNS.com
Queens lawmakers applaud new advertising campaign and website that educates tenants on new rights  QNS.com

Netflix and HBO shows are getting pirated on this app that's been bankrolled by advertisers such as Pandora, BET+ and TikTok - CNBC
Netflix and HBO shows are getting pirated on this app that's been bankrolled by advertisers such as Pandora, BET+ and TikTok  CNBC

AT&T's Xandr purchases TV advertising company clypd: source - Reuters
AT&T's Xandr purchases TV advertising company clypd: source  Reuters

Snapchat’s targeting direct-response advertisers with new dynamic ads product - Digiday
Snapchat’s targeting direct-response advertisers with new dynamic ads product  Digiday

Duopoly To Account For 68.5% Of UK Digital Advertising In 2019 10/23/2019 - MediaPost Communications
Duopoly To Account For 68.5% Of UK Digital Advertising In 2019 10/23/2019  MediaPost Communications

Advertising Week 2019: It All Starts With Brand Trust - Forbes
Advertising Week 2019: It All Starts With Brand Trust  Forbes

Brexit date downplayed in government advertising shift - BBC News
Brexit date downplayed in government advertising shift  BBC News

Taxpayers funded $174m in government advertising last financial year - The Guardian
Taxpayers funded $174m in government advertising last financial year  The Guardian

Juul agrees to stop advertising to youth in settlement with Oakland nonprofit - San Francisco Chronicle
Juul agrees to stop advertising to youth in settlement with Oakland nonprofit  San Francisco Chronicle

How to make your brand worth talking about - AdAge.com
How to make your brand worth talking about  AdAge.com

Fox Partners With iSpot.tv To Improve Advertising Performance - Forbes
Fox Partners With iSpot.tv To Improve Advertising Performance  Forbes

Amazon's Starting to Pull Away From Competitors in Search Advertising - Motley Fool
Amazon's Starting to Pull Away From Competitors in Search Advertising  Motley Fool

Taco Bell being sued for 'false and misleading' advertising - Fox Business
Taco Bell being sued for 'false and misleading' advertising  Fox Business

Facebook opens search ads to all advertisers - Search Engine Land
Facebook opens search ads to all advertisers  Search Engine Land

Amazon nibbles away at Google's search advertising dollars - AdAge.com
Amazon nibbles away at Google's search advertising dollars  AdAge.com

Advertising sector watchdog ASCI upholds complaints against 229 misleading advertisements for violating... - Firstpost
Advertising sector watchdog ASCI upholds complaints against 229 misleading advertisements for violating...  Firstpost

What Is Display Advertising? Definition, Targeting Process, Types, Networks, Examples, and a Management Checklist - MarTech Advisor
What Is Display Advertising? Definition, Targeting Process, Types, Networks, Examples, and a Management Checklist  MarTech Advisor

An 'Always-On' TV Attribution Advertising Partnership Arrives - Radio & Television Business Report
An 'Always-On' TV Attribution Advertising Partnership Arrives  Radio & Television Business Report

GOP Senator Links Medical Marijuana Claims To Tobacco Industry Advertisements - Marijuana Moment
GOP Senator Links Medical Marijuana Claims To Tobacco Industry Advertisements  Marijuana Moment

Facebook advertising VP steps down - AdNews
Facebook advertising VP steps down  AdNews

YouTube is letting politicians reserve advertising space for 2020 election - The Verge
YouTube is letting politicians reserve advertising space for 2020 election  The Verge

Google Dominated the $55 Billion Search Advertising Market for Over a Decade. Here's How Amazon Plans to Shake Things Up - Inc.
Google Dominated the $55 Billion Search Advertising Market for Over a Decade. Here's How Amazon Plans to Shake Things Up  Inc.

Some Advertisers See Loopholes In California Privacy Law 10/23/2019 - MediaPost Communications
Some Advertisers See Loopholes In California Privacy Law 10/23/2019  MediaPost Communications

How advertising rates vary by category on Amazon - Marketing Land
How advertising rates vary by category on Amazon  Marketing Land

Barcelona strike Supponor virtual advertising deal - SportsPro Media
Barcelona strike Supponor virtual advertising deal  SportsPro Media

Tackling challenges of a dysfunctional online advertising market - Toronto Star
Tackling challenges of a dysfunctional online advertising market  Toronto Star

Trump dominates in digital, while Joe Biden twiddles his thumbs advertising on TV - legal Insurrection
Trump dominates in digital, while Joe Biden twiddles his thumbs advertising on TV  legal Insurrection

Rethinking and Predicting the Future of TV Advertising - Adweek
Rethinking and Predicting the Future of TV Advertising  Adweek

RealityMine adds social advertising tool - Research Live
RealityMine adds social advertising tool  Research Live

Meet the Women Running LA’s Top Advertising Agencies - Adweek
Meet the Women Running LA’s Top Advertising Agencies  Adweek

House panel pressures Reynolds to stop advertising Vuse e-cigarettes, pushes for documents - CNBC
House panel pressures Reynolds to stop advertising Vuse e-cigarettes, pushes for documents  CNBC

Honest Ads Act Is False Advertising - The Wall Street Journal
Honest Ads Act Is False Advertising  The Wall Street Journal

Facebook changes political advertising rules ahead of expected UK general election - Sky News
Facebook changes political advertising rules ahead of expected UK general election  Sky News

The death of TV ads; Amazon's ad problem; Frito-Lay rethinks its products - Business Insider
The death of TV ads; Amazon's ad problem; Frito-Lay rethinks its products  Business Insider

From the Archives: Squash advertising - Los Angeles Times
From the Archives: Squash advertising  Los Angeles Times

Google, Apple, Amazon, and Microsoft's earbud advertising explained - Fast Company
Google, Apple, Amazon, and Microsoft's earbud advertising explained  Fast Company

Alliances are Advertising Week's big trend - Axios
Alliances are Advertising Week's big trend  Axios

Couple sues Taco Bell for deceptive advertising after being overcharged $2.18 for Chalupas - FOX 10 News Phoenix
Couple sues Taco Bell for deceptive advertising after being overcharged $2.18 for Chalupas  FOX 10 News Phoenix

Livestreamed shootings have advertisers demanding better safety from sites like Facebook and YouTube - CNBC
Livestreamed shootings have advertisers demanding better safety from sites like Facebook and YouTube  CNBC

Coverage of Trump's Doral Resort Fiasco Was Worth at Least $1 million in Free Advertising - LA Magazine
Coverage of Trump's Doral Resort Fiasco Was Worth at Least $1 million in Free Advertising  LA Magazine

DPP develops IMF for advertising | News - IBC365
DPP develops IMF for advertising | News  IBC365

Amazon held its first big ad conference last week, luring about 400 people to Seattle - CNBC
Amazon held its first big ad conference last week, luring about 400 people to Seattle  CNBC

Juul halts advertising in United States, replaces CEO - The Verge
Juul halts advertising in United States, replaces CEO  The Verge

China’s advertising industry waits to hear the winners of the Effie marketing awards - Euronews
China’s advertising industry waits to hear the winners of the Effie marketing awards  Euronews

Facebook agrees to pay advertisers $40 million over inflated video stats - AdAge.com
Facebook agrees to pay advertisers $40 million over inflated video stats  AdAge.com

Highest-ranking woman in Pittsburgh advertising is stepping down - Pittsburgh Business Times
Highest-ranking woman in Pittsburgh advertising is stepping down  Pittsburgh Business Times

Amazon’s advertising arm is getting so big it held a major conference for brands - GeekWire
Amazon’s advertising arm is getting so big it held a major conference for brands  GeekWire

Starbucks outspends pumpkin spice competitors in advertising, adds print to mix - Marketing Dive
Starbucks outspends pumpkin spice competitors in advertising, adds print to mix  Marketing Dive

Certification Trouble: TÜV Rheinland gets back at Meizu for false advertising - gizmochina
Certification Trouble: TÜV Rheinland gets back at Meizu for false advertising  gizmochina

What HBO's 'Succession' can teach us about advertising - AdAge.com
What HBO's 'Succession' can teach us about advertising  AdAge.com

Cannabis Tech Startup Fyllo Announces New Funding As Advertising Execs Join The Board - Forbes
Cannabis Tech Startup Fyllo Announces New Funding As Advertising Execs Join The Board  Forbes

STATEWIDE ADVERTISING - Ad from 2019-10-23 | Office Services - Rapid City Journal
STATEWIDE ADVERTISING - Ad from 2019-10-23 | Office Services  Rapid City Journal

Social Chain's Lumaland merger heralded as 'an advertising gamechanger' - The Drum
Social Chain's Lumaland merger heralded as 'an advertising gamechanger'  The Drum

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