Toyota isn't the only one guilty of exaggerated copy

The original post from Marketing Blurb is here: "Toyota's Exaggerated Copywriting."

We've all been guilty of it one time or another. And not only of exaggerated copy but meaningless copy as well. C'mon, do you really think consumers today spend on products or services just because someone wrote: best solutions, unmatched legacy, excellent, state-of-the-art technology (OMG!), priceless and some other similar hollow phrases and promises?

Advertising legend David Ogilvy once said: "The consumer is your wife."

Simply put, your consumer is not a moron. She may be more intelligent than you are for all you know.

And she is very, very advertising-weary.

A client once showed me a piece of copy he wrote for a product his company was set to launched. (Yes, there are marketing guys who want to be copywriters.) When I read the part, "Enjoy exciting benefits," I naturally asked him what are the benefits? (Silence.)

This kind of copy, without any significant evidence, is just a waste of company resources. Nobody buys anymore on the basis of what you -- the manufacturer, the marketing boss, the product manager, the agency copywriter -- said. People are demanding for proofs.

When was the last we bought something because of the copy in the advertising material? I bet that was a long, long time ago, if ever. Most likely, nowadays, aside from any form of advertising we're assaulted with we go to the web looking for reviews, forums, satisfied/unsatisfied users; we read blogs; or ask people who know.

Yes, that cliché "proof of the pudding is in the eating," is what we in this profession are now up against.

I can rant on and on and on but I will stop now. If you want to know more, here's a list of must-read books: David Ogilvy's Confessions of an Advertising Man, Ogilvy on Advertising, The Art of Writing Advertising: Conversations with Masters of the Craft: David Ogilvy, William Bernbach, Leo Burnett, Rosser Reeves or search here Copywriting and Advertising Books Worth Reading.