Comments on: Sell Me Something, Not Some Thing

By: Henal Local Online Advertising

Henal Local Online Advertising — Sat, 01 Aug 2009 12:35:36 +0000

100% accurate, if you can’t be obvious with what you are selling then you are only appealing to a small portion of your target market. If only those who already are aware of your product understand your advertising then the rest will generally not take the time to research more. There is so much to take away attention already that any advertising must be clear, precise and viewable!! Entertainment factor is a big consideration too for many. Why why why would Magic Jack not pick up on that fact? Have they now?

By: Property Management Software

Property Management Software — Sat, 11 Jul 2009 13:47:53 +0000

By the package I would have never guessed.. I saw the USB port, so just assumed it was a flash drive. Good catch!

By: Frank

Frank — Fri, 19 Jun 2009 13:00:22 +0000

Very rare I watch commercials. If I spend my time on watching them I want to know what product is advertised from the very first seconds. If I dont catch the meaning I just dont bother. It is obvious that those kind of commercials dont make me a buyer…

By: Funny Commercials

Funny Commercials — Thu, 21 May 2009 03:39:46 +0000

I feel very strongly about this subject: commercials and ads that don’t tell you what they’re selling. Unless the person is a real techie, they will have no idea what this gizmo does.

By: Alex

Alex — Tue, 21 Apr 2009 03:14:45 +0000

Contextual text advertising is what works best of all. Graphic ads is a 20th century.

By: Practical-Camper

Practical-Camper — Tue, 18 Nov 2008 04:03:59 +0000

It’s beyond me in this day and age how people(companies) still don’t have a clue. This would maybe catch my eye, but just like John, what the heck is it? I surely would not click to find out. Ad’s like these are just a waste of time and probably lots of money.

By: Susan Rubinsky

Susan Rubinsky — Mon, 17 Nov 2008 17:18:43 +0000

That ad was probably sold as a “value added” and the “creative” was developed for “free” as part of the value added because the person who bought it was told the company cut the budget for expensive “creative.” The person who actually dictated the copy was probably someone’s assistant because it was cheaper to do it taht way.

By: Ayesha

Ayesha — Mon, 17 Nov 2008 16:47:14 +0000

Unless the product has a strong brand name recognition, there really needs to be more in the ad to entice me to click it.
While I do agree that the message was not helpful in the ad, I surely appreciate John’s article as now I found a potentially good product.

By: Stuart Hill

Stuart Hill — Mon, 17 Nov 2008 16:19:06 +0000

I think they have a bit of an ego personally; and they thing they have this huge brand that is “THE MAGIC JACK” from a couple of low-budget TV commercials run late at night.

If it was a free BIG MAC that would be okay, as opposed to the full description of the TASTY BURGER WITH TWO PATTIES SEPARATED, or THE MAGIC JACK, USED WITH YOUR PC YOU COULD REDUCE YOUR PHONE BILL TO $20 A YEAR, GET THE EQUIPMENT FREE.

A little ahead of themselves in my opinion.

By: Tertius

Tertius — Mon, 17 Nov 2008 16:11:56 +0000

Agreed, this is just “working” and not being smart. It’s like I do a lot of the time. I just work and not have any goals etc.

By: Lingerie

Lingerie — Sat, 15 Nov 2008 22:08:24 +0000

Great Post. Sometimes we become blind to our own sites after having seen them for so long.

I find it is good to get a fresh perspective from someone who is not so close to the business.

Thanks.

By: Engago Team

Engago Team — Sat, 15 Nov 2008 21:53:03 +0000

John,
your blog post was probably more effective for product announcement and branding than their entire advertising campaign.

At the same Google & co have tagged another reference for the company or product as they found it in your blog post.

Unfortunately you have posted no link to their website: that would have increased their SERP, as Grocdotcom has PR 6.

Our try:
“magicJack lowers call costs using your PC to connect to your landline.” (12 words)

By: MK (Casey) van Bronkhorst

MK (Casey) van Bronkhorst — Fri, 14 Nov 2008 22:06:52 +0000

You’ve demonstrated the exact reason I avoid display ads for the majority of our sites. I wish every single one of our merchants could read this post.

By: eComGuru

eComGuru — Fri, 14 Nov 2008 08:53:20 +0000

How about we toss out a bit of a challenge and ask the readers to come up with the wordsmithing they would have chosen for this product?

I don’t work for or sell this product but would be interested in using this article as a real world example to offer up ideas as to how it should have read.

Just a thought.

My message would be:

“Save money by using your computer to bypass your expensive phone company. Learn How”

By: Radu - ecommy.com

Radu - ecommy.com — Fri, 14 Nov 2008 06:12:14 +0000

you are right, but who knows maybe they target only specific customers that knows exactly what the product is?

Or maybe they are so confident that EVERYBODY heard of magicJack so – what was the point for further explanations?

By: Sean D'Souza

Sean D'Souza — Fri, 14 Nov 2008 01:00:54 +0000

Oops, just noticed John wrote this. My apologies, John.

By: Sean D'Souza

Sean D'Souza — Fri, 14 Nov 2008 01:00:17 +0000

I worked in advertising. Their job is mostly to be creative. This is an example of creativity.

What’s wrong with it? Surely you don’t want the ad to work as well as be creative?

C’mon Bryan, you’re asking for too much (heh, heh)

By: Loretta Lynn

Loretta Lynn — Thu, 13 Nov 2008 22:29:23 +0000

thanks for explaining, I wouldnt have guessed accurately. Some advertisers want to put everything in their ads, too cumbersome, who reads all that anyway. KISS. Then again i often critique ads myself (broadcast..what are they thinking? fire the agency!)

By: Bob Angus

Bob Angus — Thu, 13 Nov 2008 22:12:07 +0000

This is a classic failure to market to your audience on several levels – what is it I am buying, and what are the benefits. Once they get that then the call to action could have been effective.

I’ve seen this more and more for banner ads in general. The other macro problem with widespread poor execution is that it adds to banner blindness.