I wonder why I bother to listen to the radio at all. There’s a tool retailer in Milwaukee holding a “Guys Tool Holiday” this weekend. Women have enough holidays; guys need more. I’m cool with that.
“10% off everything in stock. Some exclusion and limitations apply. Does not apply to generators. The maximum discount is $50.”
They’re trying to kill me.
Two questions. What genius decided that 10% off is a worthwhile sale? What other genius let him get away with saying that we’re only pretending to offer 10% off because listeners are idiots?
Today’s lesson for ad writers: If the conditions, qualifications and limitations take more time to read than the actual offer. You probably don’t have a legitimate offer to begin with. Some may disagree but if the discount only applied to junk or a bb sized portion of your inventory then save your breath.
Today’s consumers have finely tuned BS-O-Meters and since we’re all consumers the solution to BS offers is simple. Ask yourself if you would bother to get out of your recliner and walk across the street if someone else offered the same discount and limits that you want to offer. If the offer doesn’t pass your BS-O-Meter then it’s a sure bet you offer won’t pass either.
Tens of thousands of advertisers need help. I’ve committed to throw in with a dozen who want to change their world at the next “Boom Your Business” at the Wizard Of Ads in Austin June 13th through the 15th. If you’re ready email me and let’s start the conversation.