Adsense

Roy Williams emailed out a list of 10 things to never do in your advertising. Here are a couple of them...

Here is #4 and #7

4. Never conjure an unpleasant mental image.
Fear and disgust work face-to-face, but they often backfire when used in mass media. Conjure these unpleasant emotions in the minds of the masses and you’ll leave your listeners with a vaguely bad feeling attached to your name. They’ll want to avoid you, but they won’t be able to recall exactly why.

And here is #7... which is a new one I haven't seen before, but you're seeing/hearing ads that break this rule all over the place:

7. Never mention the recession.
I understand how tempting it is to say, “In order to help you combat the recession we’re offering…” But all that really does is remind the customer that now is not a good time to be spending money.