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Useless Advertising Quiz

The following text comes from ads for PC manufacturers from the same issue of Fast Company.  Can you tell which ad is for Toshiba, Sony, Dell, or Gateway?

  1. It could be the world’s best-dressed music collection. For special offers and to learn more about the beautiful _____ notebook with Windows Vista go to _____ .
  2. Incredible features, remarkable power and an elegant design that will make your heart flutter. The _____ series. Featuring the high-performance, energy-efficient Intel Core 2 Duo processor and Genuine Windows Vista Home Premium. Discover the attraction.
  3. With _____ , you’re not just buying a laptop. you’re gaining a laptop expert. When productivity matters, it’s good to have an expert by your side. Wouldn’t it be nice to get your work done more efficiently? Well, we can help. Just look at our _____ . It comes with Intel Centrino Duo processor technology and genuine Windows Vista Home Premium, to breeze through those nasty bills and invoices. And starting at only 4.6 pounds and with built-in Wi-Fi, you can easily stay connected to whomever you want, whenever you want. Say "hello" to a better way of doing business.
  4. Work wherever with _____’s _____ notebook you can stay connected to your clients no matter where you are. Next-generation Wi-Fi helps keep you connected at hotspots and around the office. It catches the strongest signal around, letting you work at the fast pace you’re used to. And with optional mobile broadband you can stay connected pretty much anywhere a wireless signal exists, ensuring you get the job done. It also features the performance of Intel Core 2 Duo Processor, so staying productive is easy.

Lesson #1: Stop wasting your money on advertising that doesn’t provide a unique reason to buy your product. And if you don’t have a unique reason … spend that money on innovation.

Lesson #2: Microsoft and Intel sure have suckered the PC makers into doing their work for them.  Of course, all PCs use Microsoft and Intel, so every word adverting those features is a word that makes the PC product LESS relevant.

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Comments

  1. Bill Gammell January 11, 2008 at 3:33 pm #

    Andy,
    A very concrete example. Great post.
    Bill

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