With shrinking ad budgets and customers few & far between, paying attention to marketing details is as important as ever. This ad struck me not just because it has mistakes but it has the classic mistakes we see over and over again.
Find the 5 Mistakes - Click to Enlarge
This isn’t meant to pick on anyone but rather to illustrate some common mistakes that, if avoided, can make print advertising much more effective for any business.
Print is expensive so it only makes sense to sweat the details to get the most out of every dollar spent.
There are at least 5 mistakes in this ad that, if avoided, would make this ad much more effective. Can you find them?
(The fact that it’s print isn’t one of them 
)
Leave your thoughts in the comments and I’ll follow-up with answers in a few days.
Jay is creative, dynamic, thoughtful and full of passion for new technology and helping businesses to reap the benefits of the platforms and tools available today. It's an honor to be able to assist a businessman who dedicates an incredible amount of time and his skills to charitable organizations within the community as well, including cancer fundraisers, churches, disabled sports and more. I would not only highly recommend working with Jay, I would thoroughly encourage it!”
The photo seems a little crowded and looks like an illustration. Maybe the photo should be on the bottom?
1. The dup photo makes no sense
2. Who decides it’s the Perfect Address
3. No explanation why it’s the Perfect Address
4. The sentence “Bring family and friends.” is a fragment.
5. ??
These are good Shelley – I’ve got 4 different ones though.
1. It does not give the address for “the perfect address”
2. Hotmail–really?
3. The ad is not centered. Copy is bleeding off the right side of the page.
Nice thoughts John – the formatting it more of an issue with the photo taken of the ad.
I kind of like the photo. It caught my attention and I wish I lived there.
1. The ad doesn’t say what kind of property it is
2. The ad references “both addresses” but doesn’t explain what that means
3. Doesn’t give the address
4. I agree with John – hotmail address?
1. You have to read every word to get the full message
2. No clear call to action – two contacts listed (and using hotmail is not good)
3. What makes this the perfect address – the fact that the Gondola goes past your bedroom window?
4. Features should be bullet points not buried in narrative
5. the second picture should reinforce the features of the property
Nice Robin!
I forgot to mention that this exceptional home is available for rent from Moving Mountains (www.movingmountains.com) for your next vacation in Steamboat.
Try before you buy and you could find yourself wanting to buy a great home with rental revenue already in place!
(sorry for the blatant plug!)
Hi, I’m the owner of the duplex in the ad. Jay, thanks for having the class to pick an ad right in your backyard to critique. And Robin, thanks a million for standing up for one of your clients.
Thanks for joining the discussion Foster! Looking forward to your participation in the follow-up post.
Nice exercise! My only real issue is with the duplicate gondola photo.
I just don’t see what the point of this as is. Is it to create awareness? Inquiries? I agree with the others, Hotmail doesn’t cut it.
Very old style in using self-serving language in the copy. People don’t fall for this type of copy anymore.
Thanks for starting the dialogue Jay. Businesses need to be ultra-critical now. I’ll be interested to see what you have to say.
That’s the point Stephan – getting a dialogue going – gaining insight and perspective from others can be extremely valuable.
Dear Jay,
I think the ad looks fantastic. It draws attention to the location by showing the gondola, plus it offers excellent text/content to share with the engaged reader. Those on vacation do sit and read magazines with their feet up by the fire or even locals for that matter. The gondola photo provides confirmation that the interested buyer will be close to the gondola with ‘The Perfect Address’! I like it! I see no mistakes, I bet the person who purchased the ad loves it to.
Kelly
Thanks Kelly – it’s good to have your perspective. Hopefully I can change your mind just a bit in the coming days
The building is in truth not that big behind the gondola.
What is the “Both” addresses of “The Perfect Address?”
Hotmail?????
No website details.
Bad:
Sshouting capitals?
Text and image should be centered. Is this a bad copy from a magazine?
Website address is missing
Text reference to both addresses is not clear – I am that this is a duplex.
Bad grammar / writing
What is the price
I don’t like the fancy font for “the perfect address”
I agree with Robin that bullet points make easier reading.
Good:
I like the photo and the way Steamboat is visible on the gondola car. Too bad the wires show so clearly against the snow, but that’s the reality.
Other comment:
I’m not sure why hotmail addreses are not considered cool. I don’t see any difference between a hotmail address or a gmail address.
Having a link to the builders site is good, except that the website for lynxdevelopment.net does not exist.
Interesting debate and lucky for this advertiser to be the beneficiary of so much constructive criticism. Most advertisers spend their money and in the deafening silence that accompanies their campaign sit and wonder what they could have done better, perhaps blaming “the market” or other external factors for their lack of results.
Too bad the owner was offended. No-one said that they didn’t like the property – in fact it looks amazing. What these comments, and hopefully Jay’s follow up, will give us all is clues on ways to do things better.
My vote:
1. Hotmail – no way
2. Where’s the website that truly showcases this home?
3. Second photo didn’t add to the message
4. Caps in copy
5. Use of a local realtor would improve credibility in Steamboat. This looks like an out of town ad. and lacks a local feel that is more typical in Steamboat Springs.