January 30

John Carlton on Copywriting: What Makes a Bad Ad


CWSS2-John-CarltonJohn Carlton discusses the qualities of a poorly written advertisement, and shows how every ad contains a story.

His comments:

The reason we want to talk about story is not so much that it is that every ad has to have a story/  I write a lot of ads that are stories, like “there was a kid in Oklahoma who…” and we tell the story.  That is obvious to see.  All sales pitches are, essentially, stories, even if it is only “I have the greatest nails in existence.  These nails are so great that when you use them they stay forever, they blend in perfectly, you can’t bend them…”  You’re still telling a story.

That’s why we like to get a little bit into storytelling.  The basic problems of ads are that they are boring, confusing, or irrelevant.  Those bad ads usually fall into one of those categories.  And, those are distinct:  boring, confusing or irrelevant.

We didn’t really see any boring ads today, and I don’t think we will.  But we did see some confusion, and we certainly saw some irrelevancies.  That is usually a tangent you are going off on.

If you like this lesson (and are not already a member of the Marketing Rebel Insider's Club), you will be glad to know that there is a vast library of small business marketing lessons and training programs just like this...

...plus a private Facebook-like chat stream where you can get answers to all of your questions about marketing tools and techniques, small business growth, and life as an entrepreneur...

...which is only available to members of the Marketing Rebel Insider's Club.

You can access all of this immediately for less than $1/day.

You will see for yourself why our members love this online club so much...

... and why they don't invest in marketing tools or strategies without first checking in with The Club.

Click Here to start your membership today.


We'll see you on the inside...

Stan Dahl & The Marketing Rebel Team

see our full list of products here

Powered by WishList Member - Membership Software