Local advertisers: words and phrases that make customers groan

In this look at local advertising we’re going to focus on the next favourite words used by well-meaning but non-savvy advertisers … next, that is, after the famous first prize winner, WE (as in we-wee). This follows on from the last article which focused on the issues that cloud the effectiveness of the same ads.

words that make customers groan in local advertising
These words are not necessarily bad or even unsuitable (in themselves) for sales. However according to my research in dozens of local magazines and handbooks, they have become irritating because they are used by so many advertisers, and so they are relegated to cliché status. (Don’t forget that most clichés started out in life as very popular words which everyone loved and used over and over again, which is why they became clichés. One of life’s little ironies.)

The top 10 over-used words and phrases in local ads, and why they put customers off

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Local advertisers: key ways to p*ss off potential customers

What with we-weeing and more we-weeing being discussed at some length across the social media lately, with most comments and observations being positive and curative (!!) several readers have asked me to go into a bit more detail on the cringe making mistakes some local advertisers make with their hard-earned ad budgets in local magazines and other publications.

Local advertising mistakes on How To Write Better

Where I did my research on local advertising

In order not to get all the air let out of the tyres on my car and/or my house being burned down, I decided to preserve anonymity and gathered together a selection of local magazines – the types that are handed out free or put through mailboxes – from a number of locations in and around central England. These tend to be produced on glossy paper in either A4 or A5 sizes.

The common denominators were frightening in their vastness – it didn’t seem to matter what English county or city was involved. Everyone was making the same basic advertising mistakes that can be the difference between capturing live leads and losing them. [Continue reading]

Does your modern car bore you to tears?

HTWB racing Porsche

If you love cars - the older, grittier muscle cars and sleek creatures like single seaters and drag racers - you'll appreciate my sentiments in this rather rude look at most road cars we drive today. Enjoy, vroom, vroom. CAR BORES Why can’t a c … [Continue reading]

Content writing: curated articles that aren’t vanilla sh*t

HTWB serious

If you like to learn about creating better content BUT are fed up with the droves of boring, "vanilla," repetitive, useless articles that fill up the internet, stick with me. Here are a few that I think are excellent: I've learned from them, and so … [Continue reading]

How to optimize your blog’s images in 3 easy steps (and why you should)

HTWB optimization

Blog writers, in particular, often forget to optimize the images we use to illustrate our words - so losing some potentially valuable SEO traction. Yet with just a few simple key strokes you can benefit from greater Google visibility. To show us how, … [Continue reading]

An election song to sing to doorstep canvassers…

HTWB vote muppet

If you're in the UK you could be forgiven for saying you're sick to death of local elections, general elections, referendums, etc. etc. So here is a little ditty you can recite or sing to the next group of canvassers to land on your doorstep, … [Continue reading]

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