Advertising or Platitudes

Three of my favorite acronyms on judging ads: ICCL, WIIFM and BM.

Take the test. What do you think when you hear:

“35 years in business, lots of free parking, friendly and knowledgeable staff”. How about ICCL!

What goes through your mind when you hear, “Our buying power means lower prices for you, biggest selection in the city, have to make room for the new models”. All together now, WIIFM!

And lastly, “Never been a better time to buy, only once a year do we offer these prices, we will never be undersold”. Strike up the band and repeat after me, BM!

Advertising or platitudes? Simple to measure. Yellow Pages are a good example of platitudes. Cover the name of the businesses. Is there any difference?

Advertising or platitude. ICCL= I Could Care Less that you have been in business 35 years.

Advertising or platitude. WIIFM= What’s In It For Me and who cares you need to make room for the new models.

Advertising or platitude. BM= Bullshit Meter that you offer these prices only once a year.

Platitudes may win you advertising awards. Advertising rings the cash register.

BB for now