Dateline Austin, Texas Wednesday March 29, 2006 6:13 A.M. CST.
The gauntlet has been thrown down, a new standard has been set for needful advertising, Ladies and Gentlemen, a new standard has been set for meaningless drivel. The ad in question was immediately placed in the “Needful Hall Of Fame” for the phrase “for all your landscape and compost needs.” Compost needs joins, “flagpole,” “STP®,” and “ARMOR ALL®” as the most unlikely “need” the average American consumer might have.
Less than five seconds later I was informed that the advertiser is the place to go for “all my landscape needs” (again). Two “needs” in one commercial – amazing. But not as amazing as the other two “landscaping needs” that followed in the next thirty seconds!
In a one minute the ad writer used the word “needs” five times, putting every other copy-writer in America on notice. With the use of four “landscape needs” in one commercial.
Just when you think you’ve heard everything, you’ve heard nothing. No compelling reasons to do business with the advertiser, nothing to persuade me that the advertiser is any better than any other compost and landscape supplier in town. I’m not even sure what the advertiser means by “landscape needs.” However, I am sure that if the ad writer would have given more than three minutes of thought to the ad the advertiser would be getting a better return on his investment.
Stop wasting the listener’s time and your advertiser’s money.