Post Text: I wanted to do a positive ad today, but I couldn’t help myself after seeing this. The Post Text doesn’t do anything for me. “Taking care of your skin should be easy.” This isn’t a real pain point. It is easy. Whether it’s effective is another issue.
Another thing: Pores don’t crave anything. Not even we crave cleansing our pores. That’s not what a craving is. Whoever wrote this has no idea how to write copy. A better way to say this would’ve been, “Treat your pores by ridding them of impurities, leaving your skin natural and clean.” (Something along those lines.)
Visual: A 1-minute video with nothing but this kid rubbing his face with the PMD cleanser. It looks like a small hairbrush he’s rubbing on his face. He looks uncomfortable at times, and the video shows nothing else. No text, nothing. It’s lazy, and who would watch a full minute of this, except for this asshole (aka yours truly)?
Headline: The Headline reads like a wannabe L’Oreal ad. This isn’t a big brand. Hell, it’s pretty much an unknown. Yet, they’re running the Headline like a TV ad brand slogan, rather than an effective call-to-action. What would’ve worked better: “Rid your skin of impurities once & for all”, or even, “Find out how PMD works wonders for your skin”.
“Be bold” isn’t a real CTA. It’s abstract AF. How can you be bold? By purchasing your facial cleanser? 😂 Come on now. “Be striking”? What does it mean to be “striking”? These vague and abstract CTA’s have exactly zero value and emotional appeal, and are a complete filler and waste of space.
Description: “PMD Clean”. What’s the point of this?
“Made for everyone”. Here’s another lesson in Copywriting 101: Don’t target everyone. If you speak to everyone, no one’s listening. Get specific. Hell, you can still target “everyone”; just do it tactfully.
Example: “Made for confident men who have been let down by other facial cleansers. Never again.” That’s not only specifying a specific target audience; it’s also hitting at an emotional point, a common frustration point that many men have felt over time. I’m one of them. I’ve spent a small fortune on different facial cleansers, and most have not made the cut.
Want to target women too? Create a separate campaign for women featuring a woman using the product, instead of a man. Specific targeting boosts conversions. This is no secret. It’s common marketing sense.
Notes: I nominate this Worst Ad of the Year.
If you’ve read the marketing classic “Positioning” by Jack Ries & Al Trout, you know acronyms are horrible for your business, unless people already know what the acronym means, or if it’s entered and settled into our collective mindset and become a part of everyday parlance.
Example: IBM. We forget what it stands for, but we all know IBM as a brand. (It actually stands for, “International Business Machines”; the acronym is actually better, right?)
Another example: BMW. It actually stands for, “Bayerische Motoren Worke”; works better as BMW, right? And we all know what brand we’re talking about when we mention BMW.
But what about PMD? I actually had to go searching for what this stood for (Personal MicroDerm).