I meet them all the time. Advertisers and writers who try to cram everything about a business into one commercial. These ads end up like a table of contents, only providing a brief unsatisfying glimpse of the real story.
Let's start with a script I reviewed earlier this week for a business owner.
Bob's Collision Center is locally owned and operated and has been trusted with taking care of Anytown's auto body repairs since "One Flew Over The Cuckoo's Nest." You can count on a happy ending with a great paint job and a clean car. In fact, customers can stop by anytime to get a burnt headlight or bulb changed out! Bob's Collision Center also offers car cleaning and detail packages along with stripe and graphic packages. Complete bed liners are available! Bob's Collision Center dot COM or just off the Road To Oz. Call blah blah blah, Open Monday to Friday blah blah blah and Saturday blah blah blah.
There are hundreds if not thousands of ads just like this one being played as we speak. If you've ever wondered why "advertising" doesn't work wonder no more. Rolling up my sleeves I performed a quick ad autopsy. I don’t want to leave the impression that each of the following “chapters" would necessarily make a good ad, dear reader, I only wish to show you how to develop a campaign using a laundry list ad.
1. Locally Owned And Operated (born here, raised here, it’s about helping the community and keeping the money in town rather than giving it to outsiders).
2. Happy Endings (I’m not satisfied until you’re satisfied. Nothing gives me more happiness than restoring a car to “showroom” condition).
3. Headlight And Lamp Replacement (better to shine two lights in the darkness than be rear-ended by someone who didn’t know you were stopping. You can see us know for lights or later for something a bit more extensive).
4. Car Cleaning And Detailing (you don’t have to wait until you back into a light pole to have a great looking car from Bob's).
5. Graphic Packages (customization for the free-spirit in each of us).
6. Bed Liners (protection where it matters most).
7. Bobs Dot Com (know your collision repair shop before you need it).
No one will intentionally hit a dear (or deer) just because they hear an ad for "Bob's." So Bob is advertising consistently. And when you advertise consistently, you have the luxury of being able to tell your story piece by piece rather than as a mind-numbing list that consumers tune out.