10 Things Never to Do in Your Advertising: Number 6

Never claim to have exceptional service. 

Most people won’t believe you. 

And those who do believe you will expect more from your staff than they can possibly deliver. 

It’s a lose/lose proposition. 

Rather than promise exceptional service in your ads, tell the public something objective, factual and verifiable that causes them to say, “Wow. Those people really serve their customers.” 

Never praise yourself. 

Do things that make the customer praise you.

(Adapted from an article by Roy H. Williams, the Wizard of Ads. Roy teaches the art of persuasion at Wizard Academy, a non-traditional business school... a school for the imaginative, the courageous and the ambitious. You should visit.)