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The Retail Advertisement that Grabbed Me By the Throat
Today there is so much advertising all around us that it's nearly impossible to break through all the clutter.
But if you own a business or are responsible for the advertising of your business, that's exactly what you need to do...break through the clutter.
Well, I was reminded the other day, that with some clever copywriting, you CAN break through the clutter.
Recently, I Did a "Daddy - Son" Weekend...
...in which I took my 8 year old son (Sterling) to Schlitterbahn, a water park in New Braunfels, Texas.
We had a great time! (highly recommended to all you Dads!)
We were having breakfast at a local McDonalds and while I was reading the local San Antonio newspaper (while my son was playing) I was immediately drawn to a very powerful retail advertisement.
Now, most retail advertisements have prices blaring at you and lot's of big product pictures.
For the most part, they're very boring.
But this ad reached out and GRABBED me by the throat. It had such hypnotic power that I was forced to read it.
Here's Why this Advertisement Was So Powerful...
It was totally counterintuitive to logical thinking. You see, 99.9% of all retail ads tell you to buy, buy, buy.
Well, the headline on this ad said, "DO NOT BUY" in huge red capital letters.
That ad pierced through the clutter in my mind and immediately siezed my attention. It forced me to ask myself, "Why is this ad telling me not to buy?"
I had to know why!
And the subheadline of the ad said...
..."Because You'll Lose $800!"
The subheadline further intrigued me and really made me very curious.
The ad went on to give some powerful benefits and reasons why their product was better than the others.
It was a great ad.
This advertisement did exactly what really good ads are supposed to do.
1. Capture your attention.
2. Give persuasive reasons why you should buy.
The only thing this ad did not do, was give a strong call to action.
It didn't give me a reason to come in TODAY.
But as retail advertisements go...this one was a winner in my books.
Would You Like to See this Advertisement?
I hope you said, "Yes!" because it should be one for your swipe files.
Here it is.... http://www.davidfrey.us/recommends/notbuy
You'll notice that this ad is heavy on copy and extremely light on graphics, which is exactly opposite of 99.9% of all retail ads.
This ad breaks all the rules, yet it's highly effective.
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