How to Avoid Breaking the 3 Simple Rules of Honest Advertising.
Here at the Martin Print Blog, I often discuss new and creative ways of demanding attention from your Business Advertising.
But it’s all too easy to get carried away with compelling copy, and drift a little too far from the clear and simple truth.
Here are the 3 Rules of Honest Advertising to help you avoid accidentally misleading your audience and landing your business in legal hot water…
I invited Old Bert to have a drink with me last night, down at Smokey Joe’s Small Business Bar.
I’m not usually so generous to Martin Print’s very own grumpy caretaker, but I was willing to push the boat out after spotting one of Smokey Joe’s new promotional posters in the window earlier this week;
“FREE EXOTIC COCKTAIL FOR EVERYONE WHO WALKS THROUGH THE DOOR!”
It sounded too good to be true.
When I cheerily tried to claim our two free drinks at the bar, Smokey Joe swiftly drew my attention to the small print on the promotional poster, directly underneath the big bold headline.
He passed me a magnifying glass, just to make sure I could read it without too much eye strain.
It turns out that Smokey Joe was actually offering a Free Exotic Cocktail to everyone who walks through the door…and buys a Smokey Joe Mega Grill Meal for only $99.99.
There were plenty of disgruntled noises coming from my fellow customers, one of whom was even threatening to report Smokey Joe to the Australian Consumer and Competition Commission (ACCC) for false advertising.
If Smokey Joe had followed his usual route of getting Martin Print to professionally produce his promotional material, my team would have been very quick to point out the huge mistake he was making.
Alas, he got a mate to run off very low quality prints on the cheap, and he was now left to deal with a very unhappy crowd of customers.
Here’s how to avoid upsetting your own audience by following the 3 Simple Rules of Clear and Honest Advertising…