The worst ad we’ve ever ran was not the ugliest ad we’ve ever ran. 

In fact, some might say it was, subjectively, one of the better looking ads we’ve run. 

I remember making it and thinking, ah yes. A masterpiece. I am simply the best at elementary graphics. My wit! So high I cannot come down. This one will make us millions. 

I also remember a teammate at the time texting that she loved it. She texted it to the group thread with a screenshot… that’s when you know.

And, yes. That is when I should’ve known. 

The ad was doomed. 

Not because the girl who complimented it had bad taste in graphics. But because she actually had pretty GOOD taste in graphics. 

Here’s the ad that haunts me…

It’s not BAD… It’s sort of funny…. It’s definitely true….

I think the caption was flexing the course’s 99% completion rate? Impressive! The intentions were good. 

It was unfortunate for me in 2022 that intentions don’t make sales.

Here’s why the ad haunts me:

Clever can be the enemy of clear. 

There are places to be cute and clever, in business and in life, and there are places you should choose clear over either of them.

I’m sure that some ads can be both, cute and clear. Mine just wasn’t one of them and I knew it.

The ad did not make millions. Actually I think it probably cost us money. 

A few months later, in the next launch, I swore that I would err on the side of clarity. 

I might get knocked down again, but it wouldn’t be in the same way. 

One ad from that campaign was our best performing ad ever. To this day.

Do you want to see it?

If you’re underwhelmed… good.

You can be underwhelmed, but you can’t claim to not know who the ad is inviting to a free, live event.

Places to be cute:

Salesgirl Summit, June 12-14

Places to be clear:

Ads

Webinar Titles

Challenge Titles

CTA’s

Just about everywhere else…

Remember: Clear is kind.

Xo, The Salesgirls