A wristwatch with a tuning fork - and proper copy

To say I have a fondness for wristwatches is a little like saying Herod would have made a relatively poor babysitter. I've got a drawer full of them, ranging from an obscure, swan-neck escapement Zenith I picked up for beans on Fleabay to a Breitling that tells me the time in three different solar systems. But one of my favourites is the one you see above - a mint 1964 Series 214 Bulova Accutron Spaceview.

They're clever watches, Accutrons. Bulova replaced the oscillations of the balance wheel with those from a tiny tuning fork. That means they're more accurate than watches with balance wheels. My watch hums away at around 360Hz (incidentally, the lowest "A" in baroque pitch - modern "A" is 440Hz) and keeps excellent time.

The Accutron was the first watch to run a high-frequency movement, and really started the watchmaking world on the path that led to accuracy of quartz crystal watches.

So what's all this got to do with branding and advertising?

Well, apart from allowing me to be self-indulgent, Bulova produced some of the best watch ads ever. Proper, well thought-through long-copy ads that really sold. There are a whole range of them at this cracking website.

I mean - look at this trade ad, targeted at jewellers who were cynical and sceptical about the new, battery-powered watches - here

What a great ad - using hard, factual information to drive a selling proposition. Wonderful.

Here's another ad that's targeted at the best advocates of all, watch repairers.

But it wasn't just trade ads, the consumer ads were gems. Look at this one - it was a theme Rolex were to use again and again in their 1970s ads.

These are all ads based firmly in fact, with no bull and no waffle - just clear, informed selling copy. Ads like these are rare enough today - which is odd, given the technical advances so many products have made. One would think there was MORE to talk about rather than less.

But either way, it's rather pleasant to find I love the ads as much as the product.

Hyperbole

It's a nasty disease, hyperbole. Unfortunately, many agencies seem to suffer from it - and badly too.

Here's a little example I found earlier today:

With XXXX, you know you are getting the customised product that suits your requirements with the highest level of service.

Well, apart from the cliche-generator button having been hit a little too often, it's not believable. "The highest level of service"? Really? Sooooo, I can expect to call the MD and get him to personally courier over my widget in half an hour?

No?

It's hardly "the highest level of service" then, is it?

What you mean is that "we're competent, won't screw up your order too often and you can have it Wednesday." Yes?

OK. So why not say that? How about this instead:

"Just give us a call, tell us exactly what you want and we'll make sure your widget arrives in 24 hours - or sooner if we can."

Isn't that a little friendlier, more honest and easier to read?

But finding out from the client that they offer a 24 hour delivery (substantiating the claim) is beneath some writers. So, instead, they're lazy and go for hyperbole.

Why not spend a bit more time with the client, find out the details of what they do and tell people? It's a lot more powerful than hitting that bullshit button again, isn't it?