10 Things Never to Do in Your Advertising: Number 9

Never use humour that doesn’t reinforce the principal point of your ad.

Put your ad to the test:

If remembering the humor forces you to recall the message of the ad, the humor is motivated. Good job.

But if recalling the humor doesn’t put you in memory of the ad’s main point, the humor is unmotivated and will make your ad less effective.

Local TV reps love advising their advertisers to dress up in tutu's, do crazy stunts and be funny... This is so friends of the advertiser comment on the ad... Advertisers like the feedback... "Everyone must love me."  - Craig Arthur

Sure, people will like the ad.

They just won’t buy what you’re selling.

(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.  Edited by Wizard Partner, Craig Arthur)