#36 Empty Promises
In categories where consumer trust has been violated, "reasons why" are even more important than claims of quality, services, etc. The key is to find the best, most convincing "proof" — not the best promise. An ‘empty’ promise makes consumers feel even more cynical about advertising than they were. While wasting precious media dollars may be a shame, the long-term erosion of credibility from this all-too-prevalent genre of advertising may be far worse.