Originally published March 20, 2007...
Continuing our 12-part series of the 12 most common advertising blunders according to Roy Williams, author of The Wizard of Ads.
Spending all your money on ads but getting no results? Perhaps you're making one of these 12 huge mistakes.
4. Unsubstantiated claims: Advertisers often claim to have what the customer wants, such as "highest quality at the lowest price," but fail to offer any evidence. An unsubstantiated claim is nothing more than a cliche the prospect is tired of hearing. You must prove what you say in every ad. Do your ads give the prospect new information? Do they provide a new perspective? If not, prepare to be disappointed with the results.
How can your message stand out when it sounds exactly like your competitors? - Curt
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