I want you to take a look at any claim you have made in your ads and ask yourself if a customer or prospect, could or would automatically respond with the statement, “Well I would hope so.” For example when we look at ads for plumbers we see advertising copy that says “Plumbing Service and Repair.” Well I would hope so, you are a plumber right?

Another ad says, they are “licensed, bonded and insured,” and that they “fix faucets and fixtures, water heaters, tubs and showers, etc.” Well I would hope so. You’re a plumber right? What else would you do? I mean, it’s so painfully obvious that it’s ridiculous. Or how about an ad that says “committed to honest, ethical service.” Well I would hope so! What else would you expect them to say? “Hey we’re lousy, we’ll show up late, make your house dirty, expose our backsides to your kids and wife, and make sure that the problem that we fixed will break again a few weeks after we fix it.” Of course not!

Everybody is going to say great things about themselves if they can get away with it. So what about your ad? How did you do? Do you have any of these painfully obvious statements that would cause someone to say, Well I would hope so? Be honest with yourself and check. Okay, on to the second evaluation.

Pay close attention to this one, because the question is not who else can do what you do, but who else can say what you say. The answer is usually anyone and everyone. We looked at an HVAC company’s ad that says that they’re “Sacramento’s ‘s best.” Who else can say that?  Can’t another HVAC company who’s ad we reviewed that says “where integrity and quality meet” also say that he’s Sacramento’s best? Of course they can. Or this solar company who says that “we’ll pay your utility bill until your system goes live” Who else can say that? Again, anybody and everybody can say it. That’s who.

These statements are drearily predictable and commonplace and they lack power to evoke interest. And you know what, they were nevertheless stated as though they were original or significant. Now look at your ad. Read a few lines and then ask yourself this, “who else can say that?” If one of your competitors can say it, you failed this evaluation.

We evaluated an auto repair ad where they offer honest, quality repair and they have the latest technology and diagnostic equipment. Then they have a laundry list of services that they offer and an incredible 24,000 miles or 24 month warranty. Amazing! But we also evaluated a competitor whose ad claims that they’ll “take care of you,” and they include their own laundry list of services that is nearly identical to the first ad we evaluated. But get this—they have a 25 month, 25,000 mile warranty. Do you see the problem? These ads all fail. Even though their warranties differ by 1 month and 1,000 miles, they are still basically the same ad so they don’t pass the cross out write in test.