Good Ad vs Bad Ad Examples

If you follow the newsletter, you know we spend a lot of time talking about ad copy. Specifically, how important it is to write good ads.

But sometimes that’s an abstract concept. What’s a “good” ad and what’s a “bad” ad?

Well, you’re in luck. Recently I was reading a great book on copy called The Wizard of Ads.

And in that book, there are two great examples. I’ve reprinted them below.

Below is the example of a persuasive intellectual ad (with the customer’s thoughts in parentheses).

Parkins and Maddock will cut the cost of your insurance by at least 10 percent.

(Or what?)

or buy you dinner at the Plaza del Fuego.

(I’m not sitting through a two-hour sales pitch just for a lousy dinner.)

All it takes is a three-minute phone call, and there’s no one you have to meet.

(Still too much of a hassle. I don’t know the details of my coverage.)

So the next time you reach in your mailbox and pull out the insurance renewal, walk straight to the phone and call Parkins and Maddock. Read them the limits and deductibles printed on the notice.

(That’s right! The renewal notice has the details of my coverage on it.)

and they will immediately name the price at which they can give you identical coverage, apples for apples.

(Identical coverage? No one to meet? Just three minutes?)

If the Parkins and Maddock price isn’t at lest ten percent lower, you’re off to the Plaza del Fuego.

(I’ve always wanted to go to the Plaza del Fuego.)

You’re going to have to write someone a check. Why not write a smaller one to Parkins and Maddock?

(I need to remember to call these people when I get my renewal notice)

If Parkins and Maddock were patient and gave this ad sufficient repetition, it would keep their telephones dancing across their desktops month after month, year after year. Unfortunately, the ad below is the one you’re more likely to hear.

For more than fifty years, hundreds of families have trusted their insurance needs to the caring professionals at Parkins and Maddock.

(Why?)

because competitive pricing is a Parkins and Maddock specialty

(“Competitive?” Doesn’t that mean “about the same price as everyone else?”)

and they are known for their fast, fair, friendly service.

(Yeah, until you have a claim.)

So when you need auto, home, health, life, or any other type of insurance

(I just love talking about insurance.)

find out how much Parkins and Maddock can save you by calling them

(Is that softball game tonight or tomorrow night?)

at 862-3791.

(I think I’ll stop and get a Coke.)

That number again is 862-3791.

(And maybe some fries. I love french fries.)

Parkins and Maddock is open weekdays till seven for your convenience.

(I think that game is tomorrow night.)

And until four on Saturdays, but closed on Sundays.

(But I’d better call and check on it.)

Find out for yourself why hundreds of families

(Should I take a burger home for Bobby?)

trust Parkins and Maddock, year after year.

(Yeah, a burger with cheese.)

Call Parkins and Maddock today at 862-3791.

(I’ll get myself one, too.)

You’ll be glad you did.

(But without the cheese.)

See the difference?

Want to find your highest-leverage opportunities?