Tag Archives: writing

[video] Can You Really Sell Something In 5 Seconds? Advertising Expert Tim Burt Explains

You’d be surprised at how much you can get across in just 5 seconds. Advertisements

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Restaurant Commercial Advertising Mistakes To Avoid – Longhorn Steakhouse Advertisement

There are two 15-second commercials here, but watch the first half for Longhorn Steakhouse: I’m guessing here…but I’d be willing to bet if you’re going to Longhorn Steakhouse, you’re going there for steak. Not chicken. Don’t get me wrong, the … Continue reading

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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 … Continue reading

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TV Commercial Fail: FedEx “Auto Repair Shop”. Tim Burt Critiques

When you absolutely, positively have to have a misguided, lame advertisement….watch this 2011 commercial for FedEx: The first time I saw this my initial reaction was it was for Google or another search engine company. THE ISSUE When the “shop … Continue reading

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A Common Advertising Mistake To Avoid: Arrogance. Tim Burt Explains

Here’s a virtually sure-fire way to drive potential customers away from your business: arrogance (but not to be confused with ego). For example: “At ABC Orange Juice, our juice is the best. We use only the ripest Florida oranges, hand … Continue reading

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What People Hear Vs. What Is Actually Said In Commercials – AKA “The Phantom Message”

We’ve all heard commercials where the offer you perceive is not actually the message trying to be communicated. HOW AND WHY THIS HAPPENS It all stems from my first rule of advertising: Every good commercial or advertisement is rooted in … Continue reading

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Recipe Ingredient #10 To Make A Bad Radio Or Television Commercial: Asking A Dumb Question

A common misconception among copywriters is: “Don’t start off a commercial with a question. If the listener/viewer answers ‘no’, you’ve lost them“.   I agree with that to a point. But there’s one very important word missing from the first … Continue reading

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