10 Things Never to Do in Your Advertising: Number 8

Never Make a Claim You Don’t Immediately Support With Evidence.

Unsubstantiated claims are the worst form of AdSpeak.

Give the customer facts, details and objective proof if you want to win their confidence. Specifics are more believable than generalities.

Here’s an ad that delivers facts, details and proof. 

Pirate:  If ye be needin’ to make more money from ye rental property, listen up me hearty.

Lass:  At Coral Sea we rent your property in fourteen days or pay your rent until we do... Just ask John K... he hired us to find an A class tenant... and we did... but it took thirty-nine days! So we delivered on our guarantee and paid John... one thousand, eight hundred and fifty four dollars! Make more money from your rental property… Go to Coral Sea Property.com.au

Pirate:  Yo-Ho-Yo-Ho, switch to Coral Sea…

(Audio below.. click the arrow to listen) 

(Script by Wizard Partners, Craig Arthur & Adam Donmoyer. Voiced by Wizard Partners, Sonya Winterbotham &  Adam Donmoyer. Produced by Dave Nevland at Wizard of Ads head office, Austin Texas.)

(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.)