Denny’s Zinger: When an Ad Is an Obvious Oxymoron
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I came across this ad in The Wall Street Journal.
The headline stopped me, because I am on the hunt for a casual jacket for traveling that — in a pinch — could be worn with a shirt and tie.
Quite simply, "the world's best travel jacket" could not possibly sell for $149 with free shipping.
I went to the Rohan website.
- The old bait-'n'-switch. On the Rohan website I found this "World's Best Travel Jacket" for $175. Nowhere was it $149. Also offered: "Envoy Jacket" for $350.
- Touted as Polyamide, I Googled the Polyamide website and discovered: "As far asPolyamide fabric is concerned, it is generally sold as nylon in all parts of the world."
- In what backwater Asian sweatshop did Rohan pay beggars' wages? I scoured the website and found only this strange headline: "Rohan's position on the "Accord on Fire and Building Safety in Bangladesh."
Takeaways to Consider:
- "Under-promise and over-deliver." —Marilyn Black
- Do not call an obviously cheapsy-weepsy anything "The World's Best."
- "A Terrific Value ..." "Elegantly tailored ..." "Rugged, Washable, No-Iron Nylon ..." "Wonderfully affordable ..." — All OK and believable.
- Pepper your presentation with testimonials from delighted users.
- When you send someone to a website, make sure a satellite landing page features the print offer and matches description and price.
- Never send a respondent to your general home page and force him to stumble around looking for your offer.
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Related story: Denny's Zinger: When Direct Mail Whups the Pants Off Email