When it comes to copywriting, the common advice is to never leave claims unsubstantiated and to avoid generalities.  Copywriters are taught to always focus on specifics, proof points, credibility builders, etc.

And in general, this is solid advice.  Proof brings credibility, and credibility brings belief — and credibility combined with a relevant, motivating offer bring conversions.  And conversions are the name of the game, regardless of whether the actions measured are clicks, downlaods, leads, or purchases.

But in some instances — specicially in PPC ads, where space won’t allow for much substantiation and where further details and proof are implied “after the click” — unsubstantiated claims can work. (more…)

“The real fact of the matter is nobody reads ads. People read what interests them, and sometimes it’s an ad.” – Howard Luck Gossage

Much has been made of the fact that Facebook Advertising is essentially interruption advertising; that it more closely resembles a magazine ad than a Google Ad Words Ad.

And this is true. People searching Google don’t find relevant ads to be a distraction – they find them, well, relevant to their task at hand, whereas Facebook ads MUST distract readers from what they are doing, rather than aiding them in doing it. (more…)