Are you losing out because your adverts are upside down?

How often do you see adverts that are phrased, and proportioned, like this? (And this is a real one from a piece of email marketing, not made up…) It’s an unusually brilliant example of WE-WEE marketing… 

Why upside down adverts don't work

See how much more powerful it would be if we turn it right-side up again, and give it a little tweak…

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We are market leaders and have arranged £3 billion of funding for UK businesses over the past 20 years

What would your business do with £75,000.00?
Would you expand?  Would you increase marketing?
Would you take on more staff or stock?

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However at least they do manage to get the “what’s in it for you” into the equation somewhere.

So why is it an upside-down advert?

Simple: the key attraction to readers is the three lines of questions that appears below the screamer headline.

The screamer is the substantiation, the promise, that all these things might be possible because of us, the market leaders.

See how much more powerful it would be if we turn it right-side up again, and give it a little tweak…

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What would your business do with £75,000.00?
Would you expand?  Would you increase marketing?
Would you take on more staff or stock?

As market leaders, we have arranged £3 billion of funding for UK businesses like yours over the past 20 years. So we could well be able to make your business wishes come true … for expansion, to increase marketing, to take on staff, stock and much more.

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See? Much more powerful, because it’s aimed squarely at you, the reader.

Here’s another real upside-down advert example, this time from a local magazine

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Cake Decorating Supplies

for Amateurs, Professionals and Enthusiasts alike

(two separate long lists of items, in random order)

We have all the Baking and Cake Decorating supplies to complete your wonderful creations!

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Although it’s fairly clear what the advert is about, we don’t actually get to something about “you” until we get nearly to the end of the last line. By this time, especially as readers have been expected to plough through two long lists of items, we’ve just about lost the will to live.

Many adverts are upside down

Is this an “upside-down cake?”

And the rather limp-wristed “to complete your wonderful creations is if anything a bit soppy, and slightly patronising.

However with a mere flick of the cut and paste and a few keystrokes, we get…

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Are you a cake baker who needs some help to complete your wonderful creations?

Whether you’re an amateur, professional or a keen enthusiast, we have all the baking and cake decorating supplies you need, whatever masterpiece you want to create

XYZ Cake Decorating Supplies

Choose from …

(One list here, in alphabetical order)

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Voilà, all right-side up again. It’s so simple. (And hopefully, beautiful and delicious, too.)

To finish, not so much an upside-down local magazine advert as a spot of useless (upside-down) vanity

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(Name) – (Second name)

Estate Agents – Letting Agents – New Homes – Property Management

RAISE YOUR EXPECTATIONS

(phone number)

(web URL)

(..all over a large picture of an apartment block.)

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Now, you may ask, why the hell should I “raise my expectations” when all I can see is a name, phone number, URL and a rather bad photo of some anonymous building?

The only thing that hints at what these people do is in the tiny line that slumbers under their brand name.

Sorry, guys, but what’s in it for me? Telling me what you do is OK. But telling me to raise my expectations when all you offer is a name, contact details, a list of what you do and a boring image really ain’t going to work. Why should I? You don’t give me any reason to “raise my expectations” anywhere in the advert.

Upside-down advertising is a waste of money

“We’re the greatest…” Really? Why?

This is a classic example of people who think they can hoodwink customers into believing they are highly successful and sophisticated when quite obviously they are not.

So how about this to try to save these people from making fools of themselves?

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NEED HIGH-LEVEL PROPERTY SERVICES IN (TOWN) ?

WHY YOU CAN EXPECT THE BEST FROM  (NAME)  –  (SECOND NAME)

…the premier (name of town) service of excellence across estate agency, lettings, new homes, property management and more

(a few sentences saying WHY people will benefit from their services and find them superior to those of their competitors)

(name) (second name)

…when you need the best in property services in (name of town)

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Simple, really.

Once again in this instance we have seen how egos, though thought to be able to induce respect (we’re the greatest!) … actually should be given a good talking-to and put to bed for the night.

Face it: upside down or sideways kicking adverts don’t work – you’d be wasting your money on them.

Adverts that are the right way up, work. Powerfully.

Have you noticed how upside-down adverts fail to grab readers’ (and potential customers’) attention?

Please share your thoughts!

 

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