This ad fails the “Oh Come On” test
If you cannot resist hyperbolizing* in your advertising, here’s a tip: at least avoid making an absurdly false claim.
Today’s prime exhibit is Windmere Real Estate’s headline-only newspaper ad: “Once we know what you love, we don’t stop until you live there.”
So, if I love a property that’s, say, one or two million bucks out of my price range—you won’t stop until you find me a way to buy it, right?
Windmere, 20 years later: “Thanks for checking back. We’re still working on it. We’ll get back to you soon.”
If I want to buy Steven Spielberg’s home, will you persuade Spielberg to move?
What if I want to buy the White House? Getting that guy to move may be quite the undertaking.
Come on, Windmere. If your objective is to establish that you jump through hoops on behalf of buyers, find a credible way to convince us.
Hint: Don’t tell. Show.
*I am trying to be generous. I could have said, “If you cannot resist lying in your advertising ...”