Tuesday, December 11, 2012

“New low-cost appliance … How it Works:”

This morning I weighed 223.6 pounds.

The full-page ad for the heater that I wrote about in the last two days has a paragraph titled: How it Works.

Note to would-be ad-copy writers: We learn from this example that the last thing you want to do in such a paragraph is to describe how the unit works. There are no equations, no descriptions of actual technology. If your mind is half awake, you might read this copy and think the device has been explained. Here is some text from this para:

“… takes care of all the cold spots. In fact, it actually produces bone-soothing heat.”
“... saves you money based on a U. S. average that says it uses only about 9 cents of energy an hour on the standard setting.”

I guess we're tired of hearing about this product, so I'll change the subject. Again, who knows? The heater could be wonderful; I know nothing about it. I just feel I've gotten to know their ad.
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