Open Enrollment | Subscribe to Target Marketing HERE
Connect
Follow us on
Advertisement
 

Denny's Daily Zinger: Great Business Model. Blue Serge Ad.

February 12, 2014 By Denny Hatch
4
Get the Flash Player to see this rotator.
 
Have a look at The Wall Street Journal ad in the media player at right.

It breaks ALL THE RULES.

The headline: WeatherTech®

Meaningless.

Subhead (Deck): Custom Interior Protection for Whatever You Drive

Protection for me or protection for the car?

Illustration: Bullet-proof vests?

  • "Your headline should telegraph what you want to say—in simple language. Readers do not stop to decipher the meanings of obscure headlines."
    -David Ogilvy
  • "Avoid the hard-to-grasp headline—the headline that requires thought and is not clear at first glance."
    -John Caples

The Tragedy
I went to the WeatherTech.com, and it's a wonderful, textbook niche retail site!

  1. Click on "START HERE" button
  2. Give your car's make, model and year and hit "Submit"

You'll find all kinds of useful custom-fitted goodies for every make and model from: 

  • Acura to Volvo
  • SmartCar to Rolls-Royce
  • 2014 Tesla to 1950 Porsche

floor mats, cargo mats (for the trunk), car cover, auto detailing kit, windshield sunshade, headlight protectors, rooftop carriers, bumper protectors, etc.

  • It talks to you about your specific automobile.
  • The site creates wants (as well as satisfying needs).
  • Order online and save gas and time on a trip to Pep Boys, Goodyear, RockAuto or Napa.
  • 10-year guarantee on products. Detailed FAQs. No guesses on your part.

This Wall Street Journal ad is like peeing in blue serge. It makes CEO David MacNeil feel warm all over and nobody notices.

What a sad waste of money.

 

Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His next book will be "Write Everything Right!" Visit him at dennyhatch.com or contact him at dennyhatch@yahoo.com.

 

Companies Mentioned:

4

SPONSORED CONTENT

MORE ON COPYWRITING, CREATIVE AND BRAND >>

FROM THE BOOKSTORE

Written by Millennials about Millennials, Cause for Change: Examines how Millennials communicate, volunteer, take action, influence their peers, and choose to give their time and moneyExplains how Millennials view their role in the workplace, and how their approach is re-shaping nonprofit culture from within Cause for Change: The Why and How of Nonprofit Millennial Engagement

Written by Millennials about Millennials, Cause for Change:
Examines how Millennials communicate, volunteer, take action, influence their peers, and choose to give their time and moneyExplains how Millennials view their role in the workplace, and how their approach is re-shaping nonprofit culture from within...

ORDER NOW

Reading The Ultimate  Insider’s Guide to Winning Foundation Grants is like peeking at someone’s  secret diary or personal email.  You feel  guilty.  This is privileged information.
Only in this case Martin Teitel WANTS to reveal everything  to you. A
 long-time foundation CEO, he’s fed up with the smoke and mirrors of  
grant seeking. Ultimate Insider's Guide to Winning Foundation Grants

Reading The Ultimate Insider’s Guide to Winning Foundation Grants is like peeking at someone’s secret diary or personal email. You feel guilty. This is privileged information. Only in this case Martin Teitel WANTS to reveal everything to you. A long-time foundation CEO, he’s fed up with the smoke and mirrors of...

ORDER NOW

 

SPONSORED CONTENT

MORE ON MARKETING STRATEGY >>

FROM THE BOOKSTORE

Written by Millennials about Millennials, Cause for Change: Examines how Millennials communicate, volunteer, take action, influence their peers, and choose to give their time and moneyExplains how Millennials view their role in the workplace, and how their approach is re-shaping nonprofit culture from within Cause for Change: The Why and How of Nonprofit Millennial Engagement

Written by Millennials about Millennials, Cause for Change:
Examines how Millennials communicate, volunteer, take action, influence their peers, and choose to give their time and moneyExplains how Millennials view their role in the workplace, and how their approach is re-shaping nonprofit culture from within...

ORDER NOW

Reading The Ultimate  Insider’s Guide to Winning Foundation Grants is like peeking at someone’s  secret diary or personal email.  You feel  guilty.  This is privileged information.
Only in this case Martin Teitel WANTS to reveal everything  to you. A
 long-time foundation CEO, he’s fed up with the smoke and mirrors of  
grant seeking. Ultimate Insider's Guide to Winning Foundation Grants

Reading The Ultimate Insider’s Guide to Winning Foundation Grants is like peeking at someone’s secret diary or personal email. You feel guilty. This is privileged information. Only in this case Martin Teitel WANTS to reveal everything to you. A long-time foundation CEO, he’s fed up with the smoke and mirrors of...

ORDER NOW

 

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments: