When the Disclaimer Cancels the Rest of the Ad

A recent issue of Automotive News had a print ad for Force Events. Here’s the headline:

GET 1000 UPS* IN YOUR SHOWROOM THIS WEEKEND!

An “up,” in auto dealer lingo, is a prospect who walks onto the lot. So if a dealer hire Force Events this weekend, he’ll get a thousand customers through the door, right?

Not so fast, Chester. The asterisk takes you down to some really, really tiny print at the bottom of the ad: “Results may vary.” It could be a thousand customers. Or a hundred. Or ten.

For all I know, Force could be a terrific company. But the fine print at the bottom wipes out the promise they make at the top. And auto dealers are masters of fine print — they won’t miss it.

___________________________________________________________________________________

Click this link to subscribe to Portland’s Finest Advertising Blog.

Request your free copy of my white paper, The Seven Deadly Advertising Mistakes and How to Fix Them here.

Got a question? Call me at 503-323-6553.

LIKE THIS POST?

Sign up for my blog updates and never miss a post. I'll send you the first two chapters of my new book, Breakthrough Prospecting, as a thank-you.
Posted on
Categories: Advertising, Marketing, Phil Bernstein, Portland advertising, Portland marketing
Disclosure of Material Connection: Some of the links in the post above are “affiliate links.” This means if you click on the link and purchase the item, I will receive an affiliate commission. Regardless, I only recommend products or services I use personally and believe will add value to my readers. I am disclosing this in accordance with the Federal Trade Commission’s 16 CFR, Part 255: “Guides Concerning the Use of Endorsements and Testimonials in Advertising.”

Please note: I reserve the right to delete comments that are offensive or off-topic.

Your Chance to Be Heard -- Comment Here!

One thought on “When the Disclaimer Cancels the Rest of the Ad”