Revealed The Shocking Gardening Ad For Lazy Gardeners
If you want to discover how NOT to write an ad then the gardening ad I’m about to show you will just about reveal all.
You can see this non-beauty by clicking here.
But first…NOT another damn gardening ad you say.
Yeah I know what you mean.
Blame the missus. She’s re-hooked into gardening big time. And buys a gardening magazine Grow Your Own nowadays.
She used to grow organic vegetables 20 years ago, supplying the fancy pants Plymouth restaurants. Where they charged silly amounts of money for a lettuce leaf. You know the type of restaurant where they charge you the earth and afterwards you want to dive into the nearest chippie to fill up on. Proper food eh.
By the way if you’re a non-UK reader of this Blog, a chippie is a fish and chip shop. Where they serve the staple diet of the UK man. Cod or plaice fried in batter. Hot chips. Covered with lashings of salt and vinegar. And then wrapped in newspaper. Jeez, this is making my stomach rumble.
Anyway let’s get back to the gardening ad.
Looking at it, what a terrible headline!
The Earthbox Gardening System
Whoopee!
I’ll quote Victor Schwab, author of How To Write a Good Advertisement.
“People don’t want to read advertising. The person has bought the publication for news, entertainment or instruction which is of a helpful personal value.”
And….Schwab goes on to say…
“People would rather read news, comics, stories, articles, editorial or even
Obituaries…than your ad!”
Phew!
Look at the competition you have to get your ad read. So there you have it.
Then the ad promises…
Great Results – No Matter How Green Your Fingers Are.
I dunno about the approach this crowd have used.
Well I do. Looking at this ad surely they should be stressing how simple, easy and quick it is to grow your own veg. Promise fast results.
Clayton Makepeace, a genius copywriter, always says write to the dominant emotion of your prospect. The trouble with this ad there isn’t any emotion.
As you read the ad there are no word pictures flashing through your mind. You’re not seeing those beans, peas, chillies, lettuce whatever growing effortlessly in your mind. You’re not marvelling on the taste of those freshly picked broad beans.
If people buy for emotional reasons not logical ones…well…I’m afraid this ad is sadly lacking. In sales. Not good news.
And if you’re going to talk about “years of research” GET SPECIFIC. Talk real figures. Quote experts. Facts. Don’t be vague – otherwise you’re not believable. And if your prospect doesn’t believe you…. well …. he’s gone.
I think their real headline is buried in their copy. Or part of a headline.
“Increases crop yields, eliminates guesswork and prevents the need to dig, hoe or weed your garden.”
There.
Who wouldn’t mind growing their own veg if they didn’t have to dig their garden. Weed it. Or hoe it. Quite a few I think.
This ad sorta lends its way to The Lazy Man’s Way of Gardening. Perhaps this would be worth testing as a headline. Be interesting to find out.
Is this ad producing a great ROI –Return On Investment?
I doubt it.
And here’s another thing. IF the reader should precious time out of their day to go to their web site then they’re not even building a list. Shocking.
Anyway what do you think?
Do you like the logo? Lay out? Agree or disagree?
Comments welcome.
Until next time
Mark
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