How NOT To Sell Cheese From a Space Ad
October 14th, 2008 by Mark Pocock
Now we’ve taken a look at a company selling meat – and quite successfully I imagine – to a company selling cheese by mail order. Not so successfully in my humble opinion. (Find the ad here )
I dunno about you but give me a decent bit of cheese everyday. Some home made chutney – even Branston Pickle – and some crackers or home made bread….bliss. I’m in heaven.
So what’s going on in this cheese ad?
Firstly a great photograph. I could just imagine biting into those little beauties. Look at that soft cheese at the top. Yummy.
However this ad is seriously flawed.
I think the creative director got too carried away. And that’s me being polite and tactful for once. Strange I must have turned over a new leaf.
Firstly consider the headline;
“British Cheese Awards Supreme Champion 2008 and Friends”
Duh.
Is this a ‘ME’ message or what?
No benefit to the reader whatsoever. Nothing to make them want to read on.
So off the reader goes to the next page. Your headline should stop the reader, interrupt them, and signal a reward to them to read on.
And again this cheese company has writing on a black background. Don’t do it! It’s hard to read.
What’s more there’s no guarantee. So why should I risk my hard earned money writing sales letters to buy this cheese? When for all I know this cheese might taste like plastic?
All in all, a truly terrible ad.
I give it a score of 2 out of 10 and that’s purely for the photograph.
And it must have cost the company a fortune running a full page in the Sunday Times Magazine. Yet written correctly this ad could have been a huge winner.
Oh dear the fortunes companies waste on piss-poor advertising.
What do you think?
Have you got a different take on this ad?
Am I being too harsh?
I suppose the acid test is to ask you: would you buy from this ad?
Let me know.
Until next time
Mark
If you need any copy that sells of the page contact me.
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