Bad Advertising Cliché #3 – “Limited Time”
July 28th, 2011 | Published in Business, Copywriting
“As a limited time offer, the IRS is accepting your tax returns!”
“Your pregnancy will only last for a limited time!”
“Hurry, 2011 could end at any time!”
Without specific deadlines, we’d never do our taxes, our baby’s nursery would never get painted and Dick Clark wouldn’t know when to drop the ball in Times Square.
“For a limited time” won’t motivate, stimulate, induce, prod or persuade.
Deadlines elicit response.
April 15th. 40 weeks. 11:59:59 on New Years Eve.
Uh-oh. Now you’re on the clock.
Specifics are stronger than generalities. How will customers respond to your offer?
“For a limited time.” = “I can put it off.”
“Sale ends at 8 o’clock tonight.” = “Where are the car keys?”
