On countless occasions I’ve beaten my gums claiming you’ll never go broke under estimating the intelligence of your market. People need “reasons why” and I reckon these two adverts demonstrate that principle exactly. People need information, assistance, suggestions and proof to make it easy for them to make a decision to buy.
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And the first advert does that perfectly, with about 20 or so succinct, well-chosen words to let a prospect to know what each book is about and make a decision to buy. A half page advert in a very pricey magazine, by the way.
Now let’s look at this other advertisement (a full page in the same magazine).
It certainly looks pretty but what information is there to give any prospective purchaser the faintest notion of what any book is all about?
Do they hope that the title will grab them or are they hoping that the authors name will unlock their pockets or purses?
I know which way I’d be voting!
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