Commercial Advertising Mistake To Avoid: “Crutches”

For all your ____ needs.”</em

This is one of the most common mistakes I hear and read in advertising.

HOW AND WHY THIS HAPPENS

Copywriters who don’t know how to best convey their message rely on advertisements they’ve heard. Then they try to emulate them from memory.

Or, this is simply a way to “add more verbiage” or “fill in words” because the copy doesn’t equal the allotted time for the commercial.

What works for someone else might not work for you.

THERE IS A FINE LINE BETWEEN…

Needs and wants.

Does anyone have “Mexican food needs”? What about “Soccer” needs?

Debatable, yes. But that’s a lazy way to demonstrate what your business sells and provides.

Instead, try “The most authentic Mexican food north of the border”.

Or “If you play soccer, (business name) has you covered.”

BOTTOM LINE

After you write your commercial or ad, edit.

Then edit again.

http://www.timburt.net
http://www.Timburtmedia.com

About timburtmedia

30,000+ ads globally. Commercial Advertising Marketing - world-wide audio producer, voice-over talent, copywriter.
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