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Credible ads are essential to building a reliable and trustworthy empire. Presenting just the facts, however, doesn't always provide the creative punch that consumers remember. Relevance supplies the perfect amount of desire that drives a person to want what you're offering without being pushy. And then, BOOM! You've persuaded your customer base to buy and come back for more. But how do you achieve truly explosive advertising? The answer is quite simple: matches and gunpowder.

Relevance and Credibility

Have you ever heard an argument that presented all the facts but didn't care? It's because the person making the argument didn't know how to make you care. In other words, good marketing requires more than just presenting the facts. You must engage your audience's emotions in order to get them to take action. Think about the last time you made a major purchase. Whether it was a car, a house, or even a pair of shoes, you didn't just buy them because they met your practical needs. You also bought it because you liked it. To truly persuade someone, you need the matches and the gunpowder. Luckily, we have the two ingredients you need to make your writing and advertising explosive.

Relevance

Relevance houses the ability to target an audience with laser precision. In the digital age, this is especially important as internet users are bombarded with content from all sorts of sources. Thus, if your content isn't relevant to your target audience, it's likely that they'll tune it out. That's why, when creating content, it's essential to have a clear understanding of who your target audience is. From identifying their needs to understanding their pain points, this knowledge will help you create content relevant and engaging. Once you've nailed down your target audience, only then can you form a content strategy that will resonate with them.

Credibility

Your content must be trustworthy if you want to build a relationship with your audience. After all, why would they want to listen to you if they don't think you know what you're talking about? To be seen as an authoritative figure in your industry, always ensure that your content is well-researched and trustworthy. This will make your content credible and give your audience peace of mind knowing that you're not just making things up. At Wizard of Ads™, we carry the matches and gunpowder to start fires that burn brighter, hotter, and longer. But it’s up to you whether you light the match. If you're looking for explosive ads that demand positive attention and results, we've got you covered. ‍

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Book a call with Ryan Chute of Wizard of Ads® today.

Ad Writers that Understand Relevance

The truth is, ad writers that understand relevance produce more effective ads. The problem, however, is that writers who understand relevance are generally allergic to credibility. In other words, they present emotional arguments that lack strong evidence. This can be incredibly damaging to your brand. After all, emotional manipulation can only take you so far. At some point, you need to offer credible, concrete evidence to back up your claims. Otherwise, you risk coming across as inauthentic, which is something no brand can afford. There are, however, a few things you learn from over-relevant copy. Here are a few key takeaways:

How do you make ads more relevant?

Get to know your audience. By considering who your target audience is, you can better understand what they want and need from you. This will help you to produce emotionally relevant content that speaks to them on a personal level. Some ways to research your audience include:

• Asking them directly through surveys or polls.
• Studying your customer base and target market pain points and pleasure points.
• Analyzing your website traffic and user behavior.

And more! Through your research, you can begin to understand what kind of messaging will resonate the most with your audience. You can also discover what channels they prefer to use to consume content. Once you have a deeper understanding of your audience, you can start creating content that is more relevant to them. This however, will only be effective if you present the facts.

Ad Writers that Understand Credibility

It's not easy to write credible ads. After all, with all the content that's out there, it can be hard to trust anything that we see or read. Ad writers that understand credibility, however, have it down to a science. So much so that writers who understand credibility seem allergic to emotional relevance. Remember when you tuned out that argument that presented all the facts but still didn't care? That's because credibility is only relevant when it's backed by an emotional investment. And despite our rational nature, we are emotional creatures. There are, however, a few things you learn from factual copy. Here are a few key takeaways:

How do you show credibility in advertising?

Bring in or become an expert. If you want people to believe what you're saying and take you seriously, you need to back up your claims. One way to do this is by becoming an expert on the topic at hand. Showing that you have in-depth knowledge and understanding will go a long way in convincing others that you're credible. If you're not an expert, you can still build credibility by bringing in someone who is. Having a well-respected individual vouch for you can help people see that you're worth listening to. This can be done through customer testimonials, celebrity endorsements or even quotes from experts in your industry. No matter what route you take, remember that credibility is built over time. Credibility, however, can be irrelevant without sparking an emotional response.

Relevance with Credibility

Advertisements that combine relevance with credibility have the ability to change the world. In other words, ads that are believable and relevant have the power to enact change on a much larger scale. If you can combine both in your advertising, you will be far more successful than those who rely on outdated methods of persuasion. Combining the two, however, can be difficult. In fact, it can take a considerable amount of time. But it's worth it. Advertising that is emotional and trustworthy will always be a powerful means for brands to connect with consumers personally. But how do you show relevance and credibility in advertising?

The Matches And Gunpowder of Advertising

The answer is simple: be authentic, be relevant and be human. While you are crafting your next ad campaign, ask yourself: "Does what I’m about to say have relevance?"

• Will it speak to the hearts of my audience?
• Will they be moved?

And then ask: "Is my message credible?"

• Are my promises supported by evidence without loopholes?
• Will the audience have confidence in what I’m saying?

By asking yourself the questions above, you can craft relevant and credible ads – the match and gunpowder of successful advertising. Ad copy can quickly become irrelevant and dull if you're not careful. As such, it's essential to be aware of the principles of persuasion if you want your ad to be successful. At Wizard of Ads®, we house the strategies and experience you need to fire up your audience. We understand how to tap into the emotions and logical reasoning that persuade and lead people to take action. To learn more about how we can help you build your empire and close more deals, book a call with us today.

Ad strategy vs ad copy, which of the two is better?Many business owners seek out the ancient wonders of advertising for a variety of reasons:

1. To tell people about their thing.
2. To rekindle the dying flame of a formerly glorious product or service.
3. To tell people about themselves.

When it comes to advertising, business owners often place more emphasis on their ad copy. In their minds, they believe that if people only understood them and their solutions a little better, sales would come rushing in. A noble thought. The truth is: how to market and advertise your business has more to do with ad strategy than ad copy. Let's take a look at a generic hypothetical figment of my imagination, called Plumber Joe. Plumber Joe is notoriously known for his sewer repair and replacement services. For any sewer problems in your community, you can trust him to get it fixed and running perfectly. However, he fixed the problem with a rather traditional approach. He digs your soil up, creates trenches, goes directly to the leak and then repairs it. In a competitive industry where most sewer fixes are done in a trenchless method, Joe is a bit held back. People don't like any mess, yet Joe the Plumber still dig anyway. When his sales calls began declining, he came to advertising to be his magic pill. The ad copy? Superb, unrivaled, unequivocal. The results? Still measly and uninspiring? Why? We've been preconditioned to believe that advertising is focused more on ad writing than ad strategy. That's not the case. In the words of Roy H. Williams:

"Advertising will only accelerate what was going to happen anyway."

People will keep on coming back for a solution they like, advertising only widens the reach and hastens the process. That said, our focus should be on ad strategy versus ad copy, and I will explain this further here. Keep reading.

Ad Strategy vs Ad Writing

Before we go any deeper into the topic, let's first define and differentiate ad strategy vs ad writing.

Ad Strategy

The strength of your advertising techniques relies on the power of your ad strategy. But what is advertising strategy? Ad strategy is your action plan in going about your advertising - whatever purpose you dedicate your advertising efforts for. Think of it as the blueprint that guides the construction of a wonderful building. Your advertising strategy covers everything from the central core of your messaging to your advertising channels. A few examples of advertising strategies include inbound marketing, outbound marketing, relational and transactional marketing. Ad strategy focuses less on the types of advertising strategies. Strategizing is more about deciding on how and why you will make the point you are intending to make in your ads.

Ad Writing

Ad writing, on the other hand, is the process of crafting your killer ad copy. This usually contains the headlines and content that appear in your ad. A good ad writing strategy incorporates elements of advertising strategy. For example, you want your ads to reflect your branding, objectives, and tone. Normally, good ad copy should persuade and influence your target audience into taking your desired action. Instead of dealing with what point you’re trying to make as with ad strategy, ad writing focuses on two things:

1. Taking an unexpected approach to the subject matter.
2. Using the least amount of sticky words or phrases to get your message remembered.

Picking up from our analogy earlier, think of ad writing as the materials you will use for the building. There's just one problem. Even if you use the sturdiest, most premium materials available, you won’t produce a world-class building without the blueprint. Like putting make-up on a pig, pretty ad writing will never mask an ugly solution. Ad writing only focuses on a single area within your entire ad strategy. Whereas ad strategy is more holistic as it considers not only the advertising per se, but also your solution. By that, I mean how your solution fits the public's perception and meets their felt needs. Ad strategy definitely takes precedence when we're talking about ad effectiveness. You could have the best ad copy in the world. However, if you're not using the right advertising strategy, getting the results you want is a long shot. For your business, you don't want ad writers who will produce ads that satisfy you. You want to pair a desirable solution with impeccable ad writing that satisfies your audience. Ad strategy does just that. Ryan Chute of Wizard of Ads® is the Master Strategist who can give your business the holistic advertising it needs. Book a call.

Bad Strategy Happens

Okay, so strategic advertising is what it takes to persuade people to engage with you. However, not every ad strategy is effective. Even with a blueprint, a bad strategy will yield the same result as not having one at all. What is a bad ad strategy? A bad ad strategy is one that doesn't take your audience into consideration. It's like giving bait that fishes don't like. Naturally, little to no consumers will be interested in what you have to offer. Why? Because they're not at the forefront of your mind when you crafted the advertisement or worse, developed the solution. Bad strategy = little engagement, mediocre sales and poor public perception Here's an example of a bad ad strategy in action: Every entrepreneur is prone to wishful thinking. It is often the belief that advertising is the missing link between their solution and endless sales. Let’s envision an entrepreneur that seeks a platform, for example, a radio, to deliver their message. Long story short, they found a popular radio station that had good frequency, a loyal following and great ad writers. A trifecta that most businesses would like. The business owner assumes (not presumes) that a radio schedule could make the difference he wants for his business. So he spends to have his commercial featured in prime time.

Many heard the message, many may have liked the message but only a handful bought. Do you want to know why? Because that's not how advertising works. As entrepreneurs, it pays to ask yourself before jumping on the advertising train: "why is my solution not selling?" This should give you a general idea of what you’re doing wrong. Look inward, because audiences will buy whether you advertise or not when they need your products and services. Remember that most advertisers (except Wizard of Ads™) will accommodate whatever reason you have for advertising. They'll be agreeable and give you empty promises that you want to hear just to score a gig. That’s not what you need. You want advertisers who will question your motives. You want copy writers who understand how to speak to the buyers underlying felt needs. You want creatives who understand how to trigger your prospects pain and pleasure points. Experts that will help you develop the ad strategy that will actually give you the results you need to accelerate growth. Advertising on a reputable network, using a popular platform or partnering with a famous personality are all potential tactics. But none of them matter without the right message and distribution strategy. Remember:

"The media doesn’t make the ad work. The ad makes the media work." - Roy H. Williams

Excellent Copy. Miraculous Copy. World-class Copy.

Advertising is powerful. The best ad writers can concoct messages that turn skeptics into raving fans. There's no doubt in my mind that world-class copy can produce favorable results. The only question is: can you keep your promises? To overpromise, then underdeliver with a mediocre product or service is unsustainable. Don't get me wrong. I'm not here to discourage you or insinuate you have poor solutions. However, if you've tried advertising many times over and continue to fail, maybe your solutions need a makeover. In the worst-case scenario, you don't even manage to produce a sale — even with impeccable ad copy. "But why?" you ask yourself, scratching your head. Indeed, a great piece of excellent, miraculous, or world-class ad copy can turn heads and earn accolades. However, if your fundamental ad strategy is riddled with flaws, you are:

1. Answering a question no one is asking.
2. Trying to talk to too many people with not enough frequency.

The only merit you get for the ad copy is a bunch of commendations and comments. Not sales. In other words, the ad had a minimal or negative impact on your business. You thought, if only people understood the nitty-gritty of your product, they'll buy. Sadly you thought wrong, and people still don't want what you offer.

“84% of buyers do not want to see under the hood of your products and services.” – Ryan Chute

That's the pitfall that most business owners suffer from. Ad copy about you, your business, and your products and services will not get people to buy from you.

The Real Problem

Have you ever wondered what makes Christmas presents extra exciting? First, kids anticipate something they really like to be inside those gifts. Second, the gift wrap adds an extra layer of mystery and intrigue that gets their dopamine squirting. But what happens when they unwrap the present only to find gifts they never wanted in the first place? You get sighs of disappointment, aching hearts, and children who will cry themselves to sleep. The same principle applies in advertising. Your ad copy is the gift wrap and your solution is the gift. The ad strategy is the entire thought process involved when deliberately crafting your solution. Are your customers getting what they asked for (and more), or do you leave their home in disappointment? The real problem is no one wants the gift they didn’t ask for. In the words of Roy H. Williams, it's a loser, a dog, and a mistake. When entrepreneurs give in to their wishful thinking and false preconception of advertising, they walk into this trap.

“Your closing rate is determined by how closely your advertising and buying experience match.” – Ryan Chute

Solving this problem requires an honest evaluation of yourself and your customers. Is there really a market demand for my solutions? Am I selling what people are asking for? Or, am I just selling a solution I think people want in hopes that it will create demand? Selling just ain’t all about you.

Fish with Bait That You Know The Fish Really Love

In the world of ad strategy, your business is one of two things:

1. An independent entity that performs advertising on its own.
2. A company that seeks the help of professional ad experts to craft the ads for them.

If you happen to fall into the first category, recalibrate your solutions. Maybe you could add extras that amp up your offer. I call this your perfectly fair competitive advantage. What can you offer to boost your product or service's overall value? When you already have solutions that the public likes, your ad copy follows. That's what "fishing with bait fish love" means. That's the right ad strategy for your business's advertising endeavors. For companies in the second category, your business will rely heavily on the quality of ad experts you hire. Yes, the quality of the ad experts you work with, not only the ads they make. Here's a tip: You want ad writers that dig deep into your core beliefs. One that questions your existing tactics and provides valuable insight that can improve your ad strategy. The best ad experts are those that tell you what the public already wants, so you can recalibrate accordingly. When you give people what they want, you are already a forerunner. Ads only speed the process up and expand your reach.

The Danger of Self Diagnosis

Here are some words of caution for business owners who handle their own advertising accounts. Self-diagnosis will more often than not be inaccurate because of bias. Prescribing a form of treatment to a self-diagnosis can hurt you more than it helps. That's where seeking external support for your advertising efforts comes in. In the medical field, if doctors allowed patients to self-diagnose and self-treat, they would be charged with malpractice. The same goes for ad strategy, in my humble opinion. Ad experts work with businesses to fully develop the best ad strategy. Your ad copy is the treatment and crafting effective advertisements is the easy part. However, the diagnosis is where it gets tricky. Many diseases share the same symptoms. Getting to the bottom of the disease is more than glancing at the symptoms and immediately prescribing a cure. In the same way, you want ad experts or diagnosticians to accurately examine the flaws in your ad strategy. Creating a strategy is a cold, objective and suspicious process because we're looking at all angles. This is a fact, and your business will need scientific objectivity to get to the root of the problem. Not all advertising experts will do this, because they're satisfied with your self-diagnosis. That's not who we are. Wizard of Ads™ is committed to helping you craft disruptive ads and ad strategy that help you become a household name. If that's what you want, all it takes is booking a free call with Ryan Chute, of Wizard of Ads®.

Let's face it, common ads are easy to ignore. Whether we're flipping through a magazine or scrolling our feed, we've seen the same product placement, celebrity endorsements, and call-to-actions. In other words, we have become adept at ignoring the noise. It's time to start thinking outside of the box. From using creative visuals to crafting a unique message, there is a multitude of ways to make your ad unpredictable. Unfortunately, being unpredictable is not as easy as it sounds. Finding what works best for your brand takes time, effort, and a lot of trial and error. So? How can you skip the bore of generating common ads? The story of Wizard of Ads™ very own Kyle Caldwell is a great place to start.

Neighborhood in Need

Kyle Caldwell's Neighbor in Need is a non-profit organization that aims to help the low-income elderly population. Designed to repair the homes of elderly residents in the East Lake area of Atlanta, Georgia, Neighbor in Need has gained a vast amount of popularity. One of the main ways they were able to gain popularity was by avoiding common and predictable ads. In other words, Neighbor in Need has found success by breaking the mold of what is typically seen in advertisements. Instead of showcasing elderly people unable to help themselves, they feature volunteers helping those in need. This change in perspective allows viewers to feel good about themselves and encourages them to get involved with the organization. Furthermore, it builds a sense of community and creates a need for the organization that wasn't there before. At Wizard of Ads™, we help people win in a trustworthy and grateful manner. Always thinking outside of the box, we house the collaborative environment you need for new perspectives and groundbreaking creativity. If you're looking for unpredictable ads that demand positive attention and results, we've got you covered. Book a call with Ryan Chute of Wizard of Ads®, to see what we can do for you.

A Predictable Ad is a Boring Ad

But hey, what's so wrong with sticking to what works? It doesn't work anymore. The problem with predictable, common ads is that they are boring. And when people are bored, they tune out, stop paying attention, and don't remember your brand. What's more, the online world has made it easy for people to avoid ads altogether. Tools such as ad blockers are now used by about 40 percent of internet users. In other words, we are no longer in the age of print media. As technology adapts, so must your marketing strategy. That means creating ads that are unexpected, out-of-the-box and attention-grabbing.

The Problem with Traditional Wisdom

Traditional wisdom has always been a valuable commodity in the age of information overload. The problem with traditional wisdom, however, is that it's familiar. We've heard it all before, and it's expected. As a result, traditional wisdom can often be taken for granted and even ignored. In new-age advertising, shock value is often key. The best ads are the ones that make us do a double take, that make us question what we thought we knew. So, while traditional wisdom has its place, it's important to challenge its tradition. After all, progress always comes from those who are brave enough to think outside the box.

What Are the Most Common Ads That People Hate?

The fact of the matter is: people hate ads that are predictable. Why? Because they no longer get successful results. In fact, I have a friend who was building a condo tower in a town with a population of about 100 thousand people. To market his condos, he hired a world-famous company to manage the sale of the residential units in his building. During their planning, they presented him with a "tried-and-true marketing plan. "My friend, however, had a different idea. He wanted to do something that would get people talking. He wanted to do something that would make people sit up and take notice. He wanted to do a radio ad. The traditional marketers looked at him like he was crazy. They told him that radio was a dying medium. Nobody listens to it anymore. He would be wasting money if he spent a single dime on radio advertising. But my friend is no fool. In fact, after 14 days of his radio ad running, he had over 1400 registrations for his condo. What's more, the aired radio ad was the first of four powerful, unexpected ads. Thus, traditional wisdom is often wrong. And in this case, my friend exceeded his goals with less money and time.

Outside of the Box Thinking

Like my friends, marketers and consumers need to start thinking outside the box to stay ahead of the curve. So what is outside of the box thinking? At its core, outside of the box thinking is a way of looking at things from a different perspective. The outside the box thinker is a creative thinker who unconventionally approaches problems and brings new ideas to the table. This type of thinking has led to some of the most world-changing inventions, from the light bulb to the internet. And while you may think you aren't creative enough, we all have the ability to think outside of the box. So how can you get started? Here are some tips:

1. Put things in your ads that are new, surprising, and different.

From unconventional imagery to shocking copy, anything that makes your ad stand out from others will help you get noticed. And while there is a thin line between unconventional and offensive, be creative. Pushing the envelope will make your ad more memorable, which is what you want and need to be successful.

1. Take a risk with your marketing.

Playing it safe with your marketing is a surefire way to stay stuck in neutral. If you want to move your business forward, you need to take some risks. That means trying new things and stepping outside of your comfort zone.

And although there is always a chance your risk can fail, the potential rewards are worth it. After all, what's the worst that can happen? Learning from your mistakes is how you become better and reach new levels of success.

1. Quit thinking that the secret of success is to – quote – "reach the right people."

The truth is, people talk. In other words, don't think that the key to success is to get your message in front of the right people. Instead, focus on creating something worth talking about.

When you have something truly remarkable, people will naturally want to share it with others. This is how word-of-mouth marketing works. And it's still one of the most powerful forms of marketing today.

1. Slap the shit out of anyone who says to you, "No one listens to the radio anymore."

All jokes aside, radio is still one of the most powerful marketing tools available. Thus, if you have a great message, don't be afraid to try it on different platforms. You never know where your ideal customer might be listening.

No matter how creative you are, creating unconventional ads still requires time, expertise, and practice. At Wizard of Ads®, we house the unconventional creativity you need to take your business to the next level. Whether you're a small business or a large corporation, our storytellers are here to help you create advertising that sells. Book a call with Ryan Chute today to put the shock value back in your advertising.

What do you think are the worst advertisements of all time? Hmm... Perhaps a few advertisements come to mind. When we think about failed ads, our minds automatically jump to those botched, big-budget commercials, never to be seen again. Some bad advertising examples off the top are Kendall Jenner's Pepsi commercial and Sony's racist PSP ad. These are advertising mistakes and bad marketing campaigns from the get-go. However, the truth is even the most well-thought-out and perfectly executed ad campaign can flop. When a good ad campaign fails, it can take a serious toll on a company's bottom line. Every once in a while, you will encounter a business that crafts the perfect ad campaign but still ultimately fails. Failed ads are not necessarily the result of bad taste or poor writing. There are many factors at play resulting in failed advertising campaigns. You'll learn these factors here to help you avoid the same pitfall. We'll also revisit one of the perfect ad campaigns that failed, and you'll be surprised why. Keep reading.

The Marketing Myth

It's a common belief that advertising can make or break a business. After all, effective marketing helps create brand awareness and drive customers to purchase your solutions. While that's true, it tells only a smidge of the entire reality. Advertising, however, is not enough to bring a steady stream of traffic and sales to businesses. Roy H. Williams says the belief that advertising is enough to drive steady traffic is one of marketing's greatest myths. Some of the biggest failed ads are those that banked their advertising principles on this premise. Sadly, even if you hire the best ad writer or produce the most creative ad, sales are not assured. Relying simply on ads is one of a business's biggest advertising mistakes. Indeed, most ads that failed are a product of bad writing. However, other failed ads still hit the right notes regarding creatives, yet still fail altogether. Your ads, solutions, business culture, and market’s felt needs should perfectly align before you see the numbers. Otherwise, your efforts will only fall under history's advertising upsets, hurting your business. That is where Wizard of Ads™ comes in. We help residential home service businesses plan and develop killer advertising campaigns that won't turn into failed ads. If that's what your business needs, book a demo with Ryan Chute from Wizard of Ads®.

Why do Good Ad Campaigns Turn into Failed Ads?

We've all seen bad advertisements before– you know what I’m talking about. I mean those commercials that make us groan, scratch our heads or even change the channel from the cringe. Then we eventually learn that the brands behind those commercials fail to receive flak and online backlash. That’s a pretty understandable and valid public sentiment. However, have you ever wondered why some excellent ad campaigns fail? It's a question that has puzzled business owners for years. After all, if a campaign is creative, has strong messaging, and has a big budget, shouldn't it be a guaranteed success? The answer is no, and the reasons for these failed ads are also quite simple. Still, countless entrepreneurs overlook them. Let's explore the four reasons why good ad campaigns turn into failed ads, according to Roy H. Williams:

1. Too Little Repetition

Did you know that the average folk encounters 5,000 ads daily?

It’s no wonder we have become desensitized to adverts, often finding them annoying, intrusive, and invasive. For business owners, this is a problem. The more advertisements your audience sees daily, the less information they retain from each ad. That's why modern research suggests seeing an ad seven times before it registers with a user.

Some good ad campaigns turn into advertising upsets when there's too little repetition. This means your targeted audiences do not see or hear your ads frequently enough for them to sink in. In the sales process, customers need to be aware of your offer and familiarize themselves with it. This will require you to run your advertising repeatedly.

When you don't, any good campaign becomes failed ads, and there are only two reasons this could happen:

1. Your advertising campaign was shorter than your buying cycle.
2. Your advertising campaign did not reach the same audience frequently enough.

Ad frequency is vital for long-term retention, but relationships also take time. When you take the length of your buying cycle, your advertising campaign must be longer. Otherwise, you’ve convinced your buyer to buy your thing, but then stopped telling them to buy it from you. Congratulations to your competitors!

There's a caveat, though. An ad that offers an irresistible, offensively huge value with a limited-time offer skips this requirement. Why? Because the brain needs not retain a brand when the deal is over.

2. Deeply Entrenched Competitors

How often have you seen a good advertisement that didn't convince you to switch?

Even good advertising campaigns pale compared to deeply entrenched competitors who meet their audience's felt needs. Remember that advertisements are a promise of what's to come. However, when customers find their haven, why risk what they already have for another promise?

Normally, in cases such as this, the reason for your failed ads is beyond your control. Except if you are in the residential home service industry. Most home services operate locally, unlike digital businesses that only occupy online real estate. This means that you have complete control over whether you'll compete in a locality with a tight competition or not.

Publish ads in a heavily guarded fortress, and expect everyone to walk over it. Choose a spot where no competitors tread, and see your business soar to the high heavens.

3. Failing to Deliver

Both factors we previously mentioned look at failed ads from a pre-emptive perspective. In other words, they have already failed advertising campaigns before the sale. This third factor classifies unsuccessful advertisements reactively or after the sales happen.

Allow me to explain.

As I have mentioned earlier, advertisements are a promise of what is to come or what customers should expect. The stronger your messaging gets, and the bigger the stakes you make, the higher the expectation you set for customers.

Sometimes, the product or service you are offering cannot meet these high expectations. Businesses may massively overhype their value proposition to generate a buzz.

When people have been lied to, and the product is not as good as advertised, it leads to failed ads. Worse, you are losing out on potential repeat customers for your business.

How many disappointed customers does it take before everyone learns that you under-deliver on your promises?

4. Lack of Interest

Not every business model is commercially viable. Some businesses are easier to sell than others, and the likelihood of failed ads is little to none. Other types of business are just a hard sell for any market. Sometimes, even when they produce some of the most beautiful advertising, they still fail.

Mostly, that’s because they provide solutions to problems their target market does not face. In this case, the failure was not because of the ads but the business model. While residential home services usually do not fall in this category, there are instances when failed ads could occur. An example is when the offered value propositions don't fit a market's taste.

For example, let us look at a sewer repair contractor. Imagine the competitive landscape comprised of sewer companies that offer trenchless sewer line replacements. Any advertisement that offers traditional trenched approaches that excavate landscapes will be ultimately ignored.

Another instance is when you run ads that are out of season. For example, an HVAC contractor runs ads on heating repair or furnace installation during the summer. The campaign does not make any sense and will only result in failed ads.

AAirpass - American Airlines

It's a different story when household brands commit failed advertising campaigns. There are many cases of ads gone wrong in the trade history. However, one of the most interesting cases yet is AAirpass by American Airlines in the 1980s. Despite their reputation, failed ads still receive recognition, albeit in a negative light. AAirpass is one of the most notable failed ads in history. Here's the thing, it failed not because the advertising flopped. Instead, this advertising strategy succeeded so much that it cost the company millions of dollars. Because of a rough patch in the '80s, AA looked for quick ways to raise its capital. However, unlike other businesses that secure bank loans to keep their runway, AA decided to sell AAirpasses. This was a lifetime of first-class air travel in exchange for a flat rate of $250,000. The problem is that this strategy backfired as AA started losing millions yearly from the high volume AAirpass flights. Now, let's compare the campaign side by side with the four factors we've listed above:

• The AAirpass ad had more than enough repetition. Word got out quickly thanks to a household brand like American Airlines and their lucrative offer.
• The offer was so valuable that it won over the competitor's customers. After all, why pay a fee for every flight when you could limitlessly fly first-class for a large upfront sum?
• American Airlines delivered on its promises. The first few AAirpass holders were manageable to bear, but a surge of free first-class flights? That's too much to handle for any airline company.
• The interest was there. Obviously, everyone who could afford AAirpass was quick to get a hold of one. Who in the right mind would pass up such a lucrative opportunity of unlimited first-class flights?

American Airlines hit all the checkboxes that should make their ad successful. It was an exemption to the rule among all advertisements that flopped. The AAirpass sales gave them the quick money, attention, and sales they wanted, but it backfired miserably. Why? Because creative advertising and irresistible offers on their own are not enough to avoid failed ads. Producing advertisements comes with a lot of planning and strategizing on the backend. Otherwise, your ads could fall into the same pitfall as American Airlines. Therefore, trust advertising specialists who will help you produce good ad campaigns and strategize effectively. Ryan Chute from Wizard of Ads® happens to be a master advertising strategist. If you don't want failed ads, book a call.

I believe that powerful advertisements trigger emotion and impulsive decisions. Designed to influence and control, advertising manipulates our thoughts, feelings, and actions to achieve commercial gain.

But while some controversial ads are created to spark discussion and challenge societal norms, others cause public outrage and backlash.

How do we define what’s controversial?

I define controversial ads as those that provoke strong reactions from the public. They might be offensive, harmful, or in bad taste. As a result of careless marketing decisions, controversial ads can cause severe damage to its reputation. Others, however, cause lifelong damage to the brand, customers, and the people that endorse(d) it.

Here are my picks for the 12 most controversial ads of all time:

12 of the Most Controversial Ads of All Time

People are drawn to controversial ads because they provoke a reaction from the public. Some people find them offensive, while others see them as a form of clever marketing. These ads are not afraid to push boundaries.

Whether you love them or hate them, there’s no denying that controversial ads get people talking. From banned commercials to bad print advertisements, here are my picks of the most controversial ads of all time:

PEPSI – Live Bolder, Live Louder

2020 held a lot of challenges– and for various reasons.

The United States, in particular, saw historic levels of social injustice alongside a global pandemic. After the deaths of George Floyd, Breonna Taylor, and other Black Americans at the hands of police, widespread protests ensued.

Like many other brands, Pepsi filmed and released a commercial responding to the Black Lives Matter (BLM) movement. Featuring Kendall Jenner, the ad showcases a group of protesters marching while the model hands a police officer a Pepsi.

This commercial was widely criticized for appropriating the BLM movement and trivializing the very real issues of racial injustice. In the wake of the backlash, Pepsi pulled the ad and released an apology, stating, “This is a global movement. We should all be part of the conversation.”

McDonald’s Restaurants

In 2017, McDonald’s released a commercial to advertise their Fillet-O-Fish. In the commercial, a young boy asks his mother various questions about his late father. Finding that he significantly differed from him, the boy seems discouraged and disconnected. However, when the boy and his mother arrive at Mcdonald’s, he’s told that his father’s favorite meal is the Fillet-O-Fish. This was also his favorite.

This commercial attracted criticism because it trivialized grief. While the commercial may have intended to be heartwarming, many viewers found it insensitive. McDonald’s has since apologized for any offense the commercial may have caused and pulled it from the air.

So, how can you catch attention without the controversy?

At Wizard of Ads®, we believe the message makes the media work; the media does not make the message work. That being said, we will work to produce a disruptive story without the need for the PR Department to stay on standby. Book a call with Ryan Chute today to learn more about our process.

Bristol Dry Gin

Alongside Pepsi’s distasteful commercial in 2020, other brands attempted to market the BLM movement that faced immense criticism. Bristol Dry Gin is a distillery in the UK that drew massive amounts of backlash for its distasteful Twitter post. The post read, “When the shooting starts, the looting starts,” followed by encouragement to use their gin as flammable devices.

Shortly after the post was made, the company removed it and released an apology. This apology, however, did not stop many businesses from dropping their product from their stores.

Lush – #SPYCOPS

In my opinion, Lush, a popular cosmetics brand, crossed the line in 2018 while referencing the British police system. Using the hashtag #spycops, Lush urged the public to demand an end to undercover police spying on activists. In the commercial, a woman is seen conversing with a man who turns out to be an undercover cop.

Because the commercial asserted that cops are paid to lie, it faced backlash from the police and their families. This outrage was taken to social media, where the hashtag #flushlush became viral. In response, Lush issued an apology and pulled the commercial.

Hyundai – Pipe Job

In 2013, Hyundai released commercial advertising their new ix35, which emits 100 percent water emissions. In the commercial, a man tapes a pipe from his exhaust to his window and starts his engine. The camera focuses on his sitting back with the garage closed, looking defeated. After exiting his vehicle, however, the man appears hydrated.

This controversial ad faced backlash as it was insensitive to those who lost loved ones to suicide or those who are suicidal. Hyundai released a statement apologizing for the ad and pulled it from the air.

Miracle Mattress

Miracle Mattress released a short advertisement on their social media in 2016 referencing the devastating terrorist attacks on September 11th. The commercial shows two men behind a woman with mattresses stacked to mimic the Twin Towers behind them. As part of their “Twin Tower Sale,” the woman is shown knocking the men behind her into the mattresses. The mattresses toppled over as the Twin Towers did after being struck.

Damaging their reputation irreparably, Miracle Mattress learned the hard way that some topics are just too sensitive to joke about. The company later apologized for the offensive advertisement, but not before social media lit up with outrage. The post has since been deleted.

Dove – Real Beauty Campaign

Dove received a massive backlash after releasing a commercial that depicted a black woman turning white after using their lotion. The commercial showed a black woman removing her top to reveal a white woman underneath. Many people interpreted the commercial as suggesting that white skin is the standard of beauty.

Sparking racist rumors, Dove quickly defended itself, stating that the commercial was misinterpreted. This sparked the hashtag #donewithdove on Twitter, with many people vowing never to use the brand’s products again.

Dove has since issued an apology and has pulled the commercial from the air.

WWF – the Tsunami Relief Campaign

In 2008, the WWF released an advertisement depicting the scenes of 9/11, listing the number of deaths. Showing cut scenes of planes striking the twin towers, they listed the number of deaths caused by the 2004 tsunami. Comparing these numbers, the WWF stated, “Our Planet is Brutally Powerful. Respect it. Conserve it.”

This commercial was extremely insensitive as the WWF capitalized on the tragic events of 9/11. The commercial faced widespread criticism and was quickly pulled from the air. The WWF reportedly placed blame upon its less experienced staff.

LifeLock – Social Security Number

In 2006, LifeLock, a US identity theft protection company, launched an advertisement that featured the CEO’s social security number. The company was confident that their services would protect him, so they printed his social security number in the ad. (Un)surprisingly, within days of the ad’s launch, the CEO’s identity was stolen more than once.

In a (slightly) humorous way, I think the ad did a great job showcasing the effects of poor advertising.

The company had to pay a 12 million dollar fee due to the false advertisement. The company has been associated with lying and poor service, damaging its reputation and overall revenue.

Dettol

Dettol is a multi-purpose antiseptic disinfectant used for household cleaning and disinfecting the skin. Their controversial advertisement features an image of a dead body with a man walking away covered in blood. Alongside the imagery, the tagline reads, “When ordinary soap just won’t do..”

Sparking extreme controversy, the ad does not perform well due to associating their product with murder and death. Simply put, there are many other ways to market disinfectants without using such graphic and disturbing images.

Sprite

Sparking rumors of misogyny, Sprite released an advertisement in 2016 with the tagline, “She’s seen more ceilings than Michelangelo.” This controversial ad was posted on the Joe.ie news website, which is popular among young people in Ireland. The ad received immediate backlash, with many people finding it highly offensive.

Proving that sex doesn’t always sell, Coca-cola later released a statement apologizing and pulled it from circulation. However, the ad had already been widely shared online, damaging Sprite’s reputation.

KFC

In 2018, KFC addressed the chicken shortage crisis by rationing chicken and even closing some of its stores in Britain. To apologize for the inconvenience, KFC ran a full-page ad with the headline, “FCK.”

By rearranging their letters, they attempted to showcase their mutual anger alongside their customers. However, this advertisement did not come without backlash as some people thought using the F-word was inappropriate.

How, then, can you successfully advertise without controversy?

Ad design can quickly become controversial if you’re not careful. It’s easy to unintentionally offend someone with your ad, especially if you’re targeting a large audience. As such, it’s essential to be aware of the potential pitfalls of ad design before you get started.

At Wizard of Ads®, we understand the importance of ad design and take the time to get it right. Our hand-picked team of storytellers works to create effective ad campaigns that catch attention without crossing the line. Book a call today to learn more about our process, or get started on your next ad campaign.

When it comes to advertisements, the term "strong ad" is often used to describe a highly effective ad. But are strong ads more harmful than good if they start generating complaints? Does advertising help or harm us in general if we have a few unhappy people in the audience? That is the topic up for debate in this article. There are pros and cons to both sides of the argument. Some people believe that a strong ad does more harm than good because it is likely persuasive. Advertising makes us buy things we don't need. Others argue that the best ads are helpful because they inform us about unknown pain points we we might be interested in solving. Let's explore the idea that strong ads are more harmful than good. One reason why this might be true is that great ads are very persuasive. They use emotional appeals and sometimes fearmongering techniques to get us to buy stuff. This can be harmful because we might buy things that we don't need or aren't good for us. For example, beer and Axe body spray commercials promise men that we will transform into a more desirable mate. Another reason why strong ads might be harmful is that they can suggest that we have less freedom of choice. If you buy a product because of a persuasive ad, you may not be making a choice you’re thrilled with. We might even be manipulated into purchasing something we wouldn't have chosen if we had been thinking more rationally. It's essential to be aware of ads' techniques to be persuasive. That way, we can make more informed choices about how we present our products and services more persuasively. So, what do you think? Are strong ads doing more harm than good? Let's take a closer look at this marketing and advertising debate.

Emotional Impact of Ads

As I said earlier, some people believe that strong ads can have an adverse emotional impact on viewers. Ads that are designed to be persuasive can sometimes be manipulative. The worst ads can make us feel bad about ourselves if we don't buy the solution that is being advertised. Popular ads for diet products can make viewers feel insecure of their weight, even when they feel good about themselves. An ad campaign for luxury items can people feel like they need to spend more money than they actually have. These are a couple of advertisement examples of harmful advertisements. Others argue that emotional ads can be positive because they can make us feel good about ourselves. For example, successful ads for a new car might make us feel successful and confident. Famous ads for a new piece of jewelry might make us feel happy and stylish. So, what do you think? Is advertising good or bad? Is advertising helpful or harmful? Do unethical ads make us buy things we don't need? Or do great ads reflect our own hidden feelings and desires? Regardless, if you're asking yourself these questions, you probably need help with crafting the best ads for your business. I can help you strategize. If you're in the home services industry, book a call with Ryan Chute of Wizard of Ads® today.

Strong Ads = Complaints

I'm not here to expose a big secret. We all know that stronger ads mean faster growth. However, as we become more aware, we complain more. Just think about the last time you saw an ad and said, "That's sexist!", or, "That's blasphemy!" In some cases, these complaints are warranted. In other cases, people are just looking for something to be offended by. The thing is, when we're offended by an ad, we're still engaging with it. That's what the advertiser wants. They want us to talk about their product, even in a negative light.

“The optimal number of complaints for a great ad is not zero.” - Mick Torbay, Wizard of Ads® Partner

We know that when we get a complaint that we are making people feel something. Well crafted ads that instigate emotions are sure to put someone in a tizzy. What we know is that for ever one complaint, there are at least other 100 people who loved it. So, are strong ads more harmful than good? It depends on how you look at it. On the one hand, they can be seen as a necessary evil. On the other hand, they can be viewed as a potential danger to society. It really depends on who wrote your ad, in many cases. If you don’t understand what you’re doing, you risk burning all the boats behind you. It's up to each of us to decide which side we fall on. So, should we avoid strong ads? Not if you want to get noticed, you don’t. However, we should be aware of the potential consequences. Be strategic in your approach.

Advertising Complaints

"Most ads aren't written to persuade. They're written not to offend." — Roy H. Williams

Put on the TV and watch your favorite late-night talk show host or comedian. Let's pretend you can conceive of every other person's perception. Chances are, you could be offended by most of the funny things coming from these TV personalities'. Now, imagine that you could rewrite the jokes to avoid offending ANYONE. Would they be as funny? Probably not. Why? Because to make someone laugh, you have to push the boundaries. You have to take risks. The same is true for advertising. The best ads are often offensive ads (to someone). The ones that take risks and push boundaries are the ones that get noticed. But, of course, not everyone is going to like them. In fact, some people are bound to be offended by them. Do you want your ads to be altogether agreeable? Then you're welcoming blandness into your life and your customers' lives.

"Congratulations. Now you've got ads that sound exactly like everyone else's."

— Roy H. Williams

Now, here's a list of common complaints your customers might have for you:

"I'm sick of hearing your ads."

This is what your customer means: "It makes me mad that I can't ignore you." This level of awareness is what you want. You want to be top of mind when they're finally ready to buy. You want them to think, "Oh, I should call that company."

"Advertising is the price you pay for having an unremarkable product or service." — Jeff Bezos

"Your ads don't sound professional. They're not polished and smooth."

What your customer means is: "It makes me mad that your ads don’t sound like ads." You want your ads to stand out, be noticeable, and be remembered. You want them to be the ads that people talk about.

"Advertising is the art of convincing people to spend money they don't have for something they don't need." — Will Rogers

"I'm offended by your ads, and I'll never do business with you."

This is what your customer means: "Complaining is what I do to make me feel important." You want your ads to be noticed and to provoke a reaction, even if that reaction is adverse. Getting attention is the first step to getting customers.

"Good advertising does not just circulate information. It penetrates the public mind with desires and belief." — Leo Burnett

PepsiCo's Little Chihuahua

PepsiCo's "Yo Quiero Taco Bell" little chihuahua is a prime example of a paradoxical ad. Those ads that are entertaining as far as entertaining goes, but harmful to sales and profit. The company spent a couple hundred million dollars to promote the dog. As for taco sales? They didn't increase a penny. America was entertained, but extra profit didn't land in PepsiCo's coffers. In fact, it was quite the opposite. The company took a beating in the stock market and had to let go of thousands of employees during that campaign. Yes, the little chihuahua was entertaining, but he didn't sell any tacos. In fact, he cost PepsiCo dearly in terms of sales and profit. The same can be said for many ads created solely for entertainment value. They may get attention but don't necessarily translate into sales or profit. So while they may be suitable for a laugh, they're not necessarily good for business.

The True Measure of Successful Ads

"It doesn't matter what you consider to be a success. It only matters that you have an objective way of measuring it (and, in the process, the effectiveness of your advertising)."

— Roy H. Williams

What is an effective way of measuring it for you? Would you rather people love your ads? Or do you want them to buy your product to produce profits? You can't have both. You're selling a product or service to make money. That's the sole purpose of advertising– to increase sales and, as a result, profits. What was the point if your ad is entertaining and loved by everyone but doesn't sell anything? Some people would argue that if an ad goes viral, it must be effective. (Like the Taco Bell dog commercial.) Is it really effective, though, if it doesn't sell anything? We can all think of ads that were entertaining but didn't sell the product. The key is to have an objective way to measure success. You need to know how many people saw your ad. You also need to know how many people bought your product as a result of seeing your ad. Otherwise, you're just guessing.

The Problem Most Big Ad Agencies Face

"The problem big agencies face is that they're never able to sit across the table from someone with unconditional authority to say 'absolutely yes.' When creative people know they must gain a group's approval, they will instinctively play it safe. And [they will] give the group what they want, rather than what they need." — Roy H. Williams

If you're not measuring the results of your advertising, then you're essentially guessing. Moreover, if you're relying on a big ad agency to do your advertising for you, then you're at their mercy. You cannot necessarily trust they have your best interests in mind or they're even capable of delivering results. Big ad agencies are often more interested in selling you their services than in helping you grow your business. They're also more concerned with winning awards than generating leads and sales. As a result, they may produce flashy and attention-grabbing ads but fail to help you achieve your objectives. What's more, big agencies typically work on a retainer basis. This means they're paid whether or not their campaigns are successful. In other words, there's no incentive for them to produce results. Rather, working with a smaller agency or a freelancer makes you likelier to get more personal attention and better results. The reason is simple: their livelihood depends on it. Of course, there are exceptions to every rule. Some big agencies produce great work; some small shops don't. But in general, you're more likely to get what you need from a smaller operation. When it comes to choosing an agency, size isn't everything. However, it's worth considering when making your decision.**What's the solution, then?**The solution is to clearly understand what you want to achieve with your advertising and then measure the results. If you're not getting the desired results, change your approach. There's no magic bullet when it comes to advertising. If you do not see the desired results, it's time to try something different. What do you think? Are strong ads more harmful than good? Or are they necessary to cut through the noise and get noticed? If you're unsure, let's talk about it. If you're in the home services industry, book a free call today to strategize with Ryan Chute of Wizard of Ads®.