How Not To Construct An Advertisement

Xpert Advisor ad

When I read this ad, I was confused what exactly was being offered. I didn’t notice the headline (“Turn up the heat.”) because it was graphically weak (compared to the image on the left). The first text I read was, “IF VARIETY IS THE SPICE OF LIFE, CONSIDER FRIEDMAN’S THE HABANERO.” But what does this mean?

Spending more time with the ad made is clearer that Friedman’s has staff who can help give you ideas for kitchen remodels. The creative idea was to somehow connect hot peppers (“habanero”) with a “hot” kitchen.

It appears that the basic marketing strategy for this business:

For local homeowners
who need a kitchen remodel
we have friendly advisors
to give you up-to-date information
unlike other big-box retailers
our offering makes it easy to get great results

Okay, so how to change the ad? Use the strong image of a fancy kitchen and change the ad’s copy to read, “Let us help design your dream kitchen” (focus on results/service).

Alternatively, integrate the kitchen’s “before shot”. The copy could read, “Go from old to Oh-My easily” or “Make Remodeling Your Kitchen A Dream”.

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