A year ago, I was asked to update the tags to Clearview Eye Clinic’s testimonial ads, to introduce the new surgeon who’d joined the practice. I had misgivings about messing with the commercials that had taken so long to put together, I decided to enlist the help of Roy H. Williams, aka “The Wizard of Ads,” during the next “Wizard of Ads Live” webcast (AmericanSmallBusinessInstitute.org). His response blew me away.
I’ve written before about testimonial advertising, how it’s painstaking work to do it right and have the people come across as real and genuine, not contrived. Even if what they’re saying is true, if it sounds contrived or uncomfortable the ad will not have the desired effect. So, when you hear these ads and the people come across as real, authentic, and genuine, know that a great deal of work went into putting these stories together.
Rather than telling you what Roy had to say, I’ll let you hear it from the Wizard himself.