By Jill Dennis
According to Roy H. Williams from The Wizard of Ads:
You're writing an ad that needs to produce results. Your ad-writing teachers have taught you to say the name of the company at least seven times in every ad. Your experience tells you that cramming the name of the company into places where it wouldn't normally be heard will just make the ad sound like an ad.
You're writing an ad that needs to produce results. Your ad-writing teachers have taught you to say the name of the company at least seven times in every ad. Your experience tells you that cramming the name of the company into places where it wouldn't normally be heard will just make the ad sound like an ad.
You've wrestled with this problem, haven't you?
The teacher who taught you to say the name of the company at least seven times is probably the same teacher who taught you to use loud noises and sound effects as attention getters and that words like "discount" and "sale" are irresistible.
I won't call this teacher a fool, but I think he'll do nicely until a real fool comes along.
The most irresistible word in the English language is "you".
"You" engages the imagination of the listener. It puts the action of your spot in present tense active. Skillful use of the word "you" makes the listener a participant in your ad.
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