Proof In Advertising.
Advertising isn’t ineffective because it’s a dying medium, it’s ineffective because it’s ineffective. Good branding is about “Claim and Proof.” Advertising, an important, controllable means of branding, needs to follow the same “Claim and Proof” dictum.
Toyota, a company playing defense peppered with catch-up promotions, ran an ad in The New York Times paper paper today – a perfect example of badvertising. All claim, no proof. Here’s the copy:
No matter who you are or what you drive, everyone deserves to be safe. Which is why the Star Safety SystemTM is standard on all our new vehicles – no matter what model or trim level. It’s a combination of five advanced safety features that help keep you in control and out of harm’s way. Toyota is the first full-line manufacturer to make the features of the Star Safety SystemTM standard on all vehicles. Because at Toyota, we realizes nothing is more important to you than your safety.
I forgot the headline and I only read it 10 seconds ago. The call to action, where one might actually find the proof, is prominently displayed below the copy — Toyota.com/safety. This ad is one expensive call to action and a lot less. Fail!
Who is at Fault?
I’m not sure who is responsible for this $20,000 piece of “we’re here” advertising but everyone is to blame. The creative person who said “People don’t read long copy.” The strategist who approved it, the client who agreed and paid for it. Frankly, The New York Times should be ashamed. Isn’t someone over there watching this stuff?
This business is easy: Find a great claim and support it with compelling proof. Compelling proof. Compelling proof. Compelling proof. Peace!